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3 1M3D DSSTlTfiM 1 





. 20036 


2 JANUARY 19S0y 
#0< a copy • $S a yaar 


ie Metropolitan Broadcasting Corporation 
announces the appointment of 

Edward Petry & Co., Inc. 

as national sales representative for 
WNEW-TV, New York City 

York's leading independent station... 
am-styled night and day to reach 
eople who reach for more! 

FOR 1960 

A $3 billion industry 
by 1963 is prediction 
of management expert. 
Here are reasons why- 
Page 27 

How tv sets 
new Busch 

Page 30 

K&E's marketing 
Steve Dietz 

Page 32 

Tv Results: 
SPONSOR picks 
the best in 1959 

Page 37 




Faster and faster the potter's wheel 
spins . . . from a mere mound of clay 
there suddenly arises a cherished piece 
of pottery— a visible reflection of 
one who possesses a quality touch. 

Oftentimes this all-important quality 
reflection is not visible. Nevertheless, 
it is there ... to be sensed and valued. 
Such is the case when quality enters 
the operational scene in today's better 
radio and television station operations. 

/,'» / rest nted i>u 

The Original Station Represents 



RADIO Qbc/nbc 


Serving the greater DALLAS-FORT WORTH market 



The most recent TV audience measurement made in this 
market (Nielsen, July, 1959) revealed that KRNT-TV 
delivered more television homes than its competitors. 

The survey by ARB in January of 1959 showed the same 


(from Nielsen, July, 1959 survey, homes viewing) 

Paar on KRNT-TV leads against movies by 19.8%! 

The KRNT-TV 10:30 PM strip of local and syndicated 
half-hours leads against movies by 21.9%! 

The KRNT-TV 10:00 to 10:30 PM local news, weather 
and sports leads against news-weather-sports by 46.6%! 

And here is something to think about. Among local 
advertisers, where THE TILL TELLS THE TALE, 
KRNT-TV consistently carries more local advertising 
than its competitors combined! 


KRNT-TV carried over 80% of all local business in 1958 ! 
KRNT-TV carried over 79% of all local business in 1957 ! 
KRNT-TV carried over 80% of all local business in 1956 ! 

So far in 1959, KRNT-TV's local business is running at 
about the same ratio. Yes, when that cash register must ring 
in order to stay in business, those who know the stations 
best choose KRNT-TV four to one! 




your cost 
per 1,000 





|X) TV Homes — 370,700 
(X) Population — 1,965,500 
(X) Effective Buying Income- 

(X) Retail Sales — 


The Nashville Market is 
Tennessee's RICHEST market !j 
Phone or wire today for 
choice availabilities 



2049 ft. above sea level 
. . . None taller permitted 
in this area by CAA. 


316,000 powerful watts . . . 
maximum — permitted by FCC. 


Maximum coverage and low 
cost per thousand make WSIX-TV 
your most efficient buy in the 
rich Tennessee, Kentucky, 
Alabama TVA area. 

•Source Television Magazine 



Represented by Pete-s, Griffin, Woodward, Inc. 


© Vol. 13, No. 52 




Forecast for a fine year 

27 si'onsou presents an economic analysis of radio tv trends by management 
consultant Doherty, who foresees a three-billion-dollar industry in 1963 

How tv sets new Busch distribution 

30 Anheuser-Busch reverses usual marketing tactic with its top-selling 
Busch Bavarian brand. Distribution now is geared to the tv signals 

Portrait of a crusading marketer 

32 The active 21-year career ami present position as K&E's marketing vice 
president belies the contention of Stephens Dietz that he was "born lazy" 

Why tv spending is up in top 10 circle 

34 Bullish attitude toward tv i- reflected in TvB nine-month expenditures 
by 10 top tv advertisers: Lestoil enters list on spot tv strength alone 

100% in radio spot gives boost to Dorann 

34 Here's how a frozen food advertiser rounded up hard-to-get customers 
with spot radio campaign that pinpoints young housewives, teenager- 

'Bigger radio news than payola' 

36 RAB's Kevin Sweeney cites new radio development- in listening, sel sales 
and research which nil! have major impact for advertisers in year ahead 

Tv results — an annual feature 

37 A review of the year's most successful tv campaigns, with 34 capsule 
case histories arranged in alphabetical categories for easy reference 


8 Commercial Commentary 

52 Film-Scope 

22 49th and Madison 

58 News & Idea Wrap-I p 

6 Newsmaker of the Week 

58 Picture Wrap-Up 

50 Radio Basics 

20 Reps at Work 

68 Seller's Viewpoint 

56 Sponsor A-k- 

54 Sponsor Hears 

13 Sponsor-Scope 

70 Sponsor Speaks 

48 Spot Buys 

70 Ten-Second Spots 

66 Tv and Radio Newsmakers 

51 Washington Week 

Member of Business Publications 
Audit of Circulations Inc. 

SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation and 
Advertising Offices: 40 E. 49th St. (49 & Madison) New York 17, N. Y. Telephone: MUrray 
Hill 8-2772. Chicago Office: 612 N. Michigan Ave. Phone: Superior 7-9863. Birmingham 
Office: Town House, Birmingham. Phone: FAirfax 4-6529. Los Angeles Office: 6087 Sunset 
Boulevard. Phone: Hollywood 4-8089. Printing Office: 3110 Elm Ave., Baltimore 11, 
Md. Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countries $9 a 
year. Other Foreign countries $11 per year. Single copies 40c. Printed in U.S.A. Address 
all correspondence to 40 E. 49th St., N. Y. 17, N. Y. MUrray Hill 8-2772. Published weekly 
by SPONSOR Publications Inc. 2nd class postage paid at Baltimore, Md 

i 1960 Sponsor Publications Inc. 


2 JANUARY 1960 

Mountain low. Valley high. 

Wade through small mountains of data. Bounce 
your eyeballs on charts. Sort, sift and select. 
Check ratings. Check markets. Check population 

merchandising aids, 
adjacencies. Count noses, eyeteeth, ears, 
costs per m, costs per gross and miles per 

We could save you a lot of trouble. There's a 
valley high in everything but altitude. There's 
a tv station in that vallev (whose signal leaps off 
a mountain 3934 ft. high) named WSLS-TV. 
With full power of 316,000 watts on Channel 10, 

Investigate buying habits, merchandising aids, 
adjacencies. Count noses, eyeteeth, ears. Figure 
costs per m, costs per gross and miles per hour. 

a healthy assist from NBC, and strong local pro- 
gramming, that station welds a 58-county area 
into the greater Roanoke market of 448,001 tv 

For more information, wade through small 
mountains of data — or listen to Blair Television 


Channel 10 • NBC Television 

Mail Address: Roanoke, Va. 
A broadcast service (with WSLS Radio) 
of Shenandoah Life Insurance Company 


2 JAM \R\ 1000 









Call us collect at MUrray Hill 81500 
Or contact AM Radio Sales. 

of the week 

Thev were climbing the stairs last ueek in the information 
department of MBC. The promotions came in the wake of 
Kenneth W". Bi/by's appointment to the post of vice presi- 
dent of public affairs of RCA. the parent company of MBC. 

The newsmaker: Sydney H. Eiges. who came to NBC in 
1941 as a writer in the press department and went on to become vice 
president of press and publicity, now moves up again. On 8 January, 
he will assume his new post as vice president of public information: 
he will have supervision over the network's national advertising, pro- 
motional services, press and publicitv departments. 

At the same time that Robert E. Kintner. NBC president, an- 
nounced Eiges' promotion, several 
other appointments were made. 
Lester Bernstein, director of infor- 
mation, moves up to the newly cre- 
ated position of director of cor- 
porate affairs, and Ellis 0. Moore, 
who has served as director of the 
New York press department since 
1954 will become director of press 
and publicity. 

"Three important jobs face us 
in the new set-up." Eiges told 
SPONSOR. "First of these is giving 
the same creativity and imagina- 
tion to public affairs programing that has been given to the enter- 
tainment shows. Public affairs programs." he said, "are becoming 
more and more popular with the audiences. At the same time, they're 
attracting increased interest from advertisers and broadcasters. 

"The second job.'" Eiges continued, "is to create and establish a 
better public understanding of the medium of broadcasting. Third, 
we must try for more varied approaches to the promotion of shows. 

Syd Eiges was born 50 years ago in New Kensington. Pa. While at 
the University of Pittsburgh, he was campus correspondent for a 
local paper and also for the New } ork Sun. After graduation, he 
joined International News Service, starting in Pittsburgh as a copy 
boy. moving on to Harrisburg and Philadelphia as reporter, then to 
\<\\ York in 1939 where he was night editor, and later, on the day 
side, cable editor. He came to NBC as press writer under Bill Kostka 
in 1941, became manager of the press department in 1945. and was 
elected vice president in 1917. 

He is a director of the N.Y.C. Chapter of Public Relations Society 
of America, has contributed articles to the Public Relations Journal 
and Public Relations Handbook. Eiges lives with his wife. son. and 
daughter in Eastchester. N. V. a fine place to pursue his hobby of 
gardening. "Except I never have time for it." he says. ^ 

Sydney H. Eiges 


2 JANUARY 1960 


The Southwest's 

TV Buy 

l_ ^T^D^ EL PASO 





■■■■■Hi ^fe, 

TV delivers 3 out of the top 4 

-The ly Buy- 

In combined set count . . . 


1. Dallas-Ft. Worth 

2. Houston 

3. The T v Buy 

El Paso 

4. San Antonio 

Set Count** 



84,100 288,600 

"Television, Nov., 1959 

BIG "Spendable Income" 
MARKETS in Texas 

C. S. I. Per Household 
by Metropolitan Areas* 


1. Odessa-Midland 

2. El Paso . . 

3. Wichita Falls 

4. Amarillo 

5. Galveston 

6. Lubbock . . 

7. Dallas-Fort Worth 

8. Houston .... 


•Consumer Spendable Income from 
Standard Rate & Data. Nov., 1959 

in "Quality" 


Jack C. Vaughn 
Chairman of the Board 

Cecil L. Trigg 

George C. Collie 
Nat. Sales Mgr. 


2 JANUARY 1960 

r s- 



WJAR is UP! 

In twenty-eight out of forty- 
nine daylight hours, 6:00 A.M. 
to 6:00 P.M., Monday through 
Friday (Pulse, March '59 vs. 
June '59) WJAR shows an 

WJAR is 


Twelve out of twenty traffic 
periods rated 6:30 A.M. to 9:00 
A.M., Monday through Friday 
(Pulse, March '59 vs. June '59) 
WJAR shows increases. 

WJAR is 


Thirty-eight of the forty-nine 
daylight hour segments, 6:00 
A.M. to 6:00 P.M., Monday 
through Friday (Pulse, June '58 
vs. June '59) WJAR shows 

WJAR is 


In twenty-three of twenty-four 
traffic periods, 6:30-9:00 A.M., 
and 4:00-6:00 P.M., (Pulse, 
June '58 vs. June '59) WJAR 
shows increases. 






Sister itotion of WJAR TV 
. t»pr»ver>ted proudly by Edward Retry & Co 


by John E. McUithr. 


FCC vs FTC— the secret struggle 

Amidst all the whooping and hollering about 
the state of the tv business practically nobody 
seems to be noticing the big FCC-FTC battle that 
is boiling at the bottom of all the investigations. 

On the one hand we have doughty John Doer- 
fer of the FCC rumbling warnings to station 
owners that they must accept "total responsibil- 
ity'" for everything broadcast on their facilities. 

On the other, kinetic Earl Kintner of the FTC is lambasting adver- 
tisers to take more responsibilitv for tv commercials. 

And. as far as I have seen, no one yet has pointed out that these 
two viewpoints are completelv and diametrically opposed. 

Doerfer is not saying what Kintner is saying. And the FCC is 
mot ing into areas once thought sacrosanct for FTC commissioners. 

If this were just an intramural struggle for power and headlines 
i which heaven forbid! I. we could dismiss it with a cynical shrug. 

But I think that in this FCC-FTC hassle we have a key to the con- 
fusion which surrounds the whole problem of tv regulation. 

If you're not scared, you should be 

Take this matter of "total responsibility." Besides Doerfer. both 
NAB and the networks have proclaimed this position. But if I were 
a tv station owner such a doctrine would scare the pants off me. 

For. carried to its logical conclusion, here is what it would mean. 
\ou. and you alone, could be sued for any advertising (copy or pro- 
grams l carried on your station. If you were "totally responsible" 
neither advertiser or agency could ever be held liable. 

And. brother, it would take just about one large fat damage suit, 
unsuccessfully defended, to dump you flat on your kazoolum. 

I don't believe, of course, that this doctrine of "total responsibil- 
it\" would ever stand up in court. I am certain that no NAB or 
network code can absolve advertisers of their legal responsibilities 
for product claims and performance and possibly for programs. 

But if this "total responsibility" concept is legally nonsensical, then 
what are we talking about it for? 

^ h\ are stations and networks using it as pious window-dressing 
to hoodwink the public, the government and. primarily, themselves.' 

One reason, of course, is that at the moment certain broadcasters 
are running scared. They'd rather try to make character in Wash- 
ington than sense in their pronouncements. 

But another reason, and we ought to face it. is that the Communi- 
cations Vt. as conceived and administered, is archaic, idiotic and 
wholly inadequate for the realities of the modern tv industry. 

Back in the earlv Twenties, when our s\stem of station licensing 
was developing, two gigantic fortes in modern television were almost 

- \-ur • 2 JANUARY 1960 

The first, which didn't come in until 1926 when NBC was started, 
is the networks. The second, which did not reach full stature till 
the advent of tv, is the power and influence of large national adver- 

As originally conceived, the licensing of stations was a simple, 
almost naive affair. In addition to the technical matters involved in 
channel allocations, stations were vaguely supposed to operate in the 
public interest, convenience and necessity, because, as Herbert Hoov- 
er put it primly in 1924, "radio is not to be considered merely for 
private gain, for private advertisement or for the entertainment of 
the curious." 

(Hoover was always more noted for the practicality of his engi- 
neering than for the precision of his generalities — remember that 
'"noble experiment"?) 

The licensing of stations proceeded on a kind of comfortable. 19th 
Century liberal notion that each station owner would operate much 
like an independent country newspaper editor, dispensing news, 
entertainment, community service and cracker barrel philosophy . 

Each station was factually and morally responsible for what it 
broadcast. The station owner held all the strings. 

Which was a dandy little theory — for a horse and buggy age. But 
it doesn't fit the facts of tv today. 

Modern tv is a commercial medium of enormous complexity. Its 
inner dvnamics no longer depend on the decisions and authority of 
the individual station owner (though he alone is licensed) but on 
the interworking of three forces — advertisers, networks, and sta- 
tions — and of their joint broadcast products. 

I think it is high time that we began recognizing that tv responsi- 
bility rests equally on all three. 

Let's clear away the underbrush 

The spectacle we have been witnessing of the FCC and FTC ad- 
vocating two entirely different theories of tv responsibility 7 stems in 
large measure from the silliness of the Communications Act. 

Under it, the station licensee seems the sole responsible party, 
whereas in practice all of us know that his schedules and broadcast 
content are often decided by networks and advertisers. 

On the other hand, the FTC directive is equally impotent for a me- 
dium like tv in which not merely" copy, but the selection of programs 
and, to a large degree, the composition of schedules are advertiser 

The FTC can (and does) howl about commercials. But it has abso- 
lutely no authority in other areas of advertisers' tv involvement. 

Hence the confusion. And hence, I suspect, the curious kind of 
stalemate which we are now witnessing in the matter of tv regulation. 

Without presuming to try to rewrite the Communications Act, 
I do suggest that we ought to face the facts of life about television as 
it now exists, and as we know it. 

The fact is that three dominant elements — stations, networks, and 
advertisers — are all bound inextricably up in the production and 
broadcast of tv material. 

The fact is that you cannot pin "total responsibility" on any one 
i >f these three without being both unfair and simple-minded. 

The fact is that the sharing of tv responsibility by all three groups, 
and the recognition that they must do so, can lead to a far better 
broadcast product than any we have yet seen. 

Let's clear away the underbrush of tv thinking by openly and 
honestly proclaiming what all of us know 7 to be true. ^ 


2 JANUARY 1960 

KOCO-TV s whisper 

reaches more audience 

in Oklahoma s Richest Market 

than other stations shouts! 

Whispers and shouts 

now available . . . see 

Blair Television Associates. 


Oklahoma City 
Charlie Keys, General Manager 




The Giant Store- 35 self-service depts in 60,000 
so. ft. of shopping spoce. 

W. W. Wilt Corp., area super-market operator 
recently opened 3 stores in South Bend market. 

South Bend... 
Indiana's New 
Capital City 
is covered by 


The South Bend Shoppers Fair- newest of 
department stores in the mid-west. 

Investment Capital 
That Is. 

South Bend, Indiana is in the midst of a vigorous growth cycle. Rising 
per household incomes (15th nationally) have attracted new capital 
investment for the construction and operation of supermarkets, depart- 
ment stores and shopping centers. Industry, too, continues to come into 
South Bend, thereby adding more stability to this industrially diversified 
market area. 

There's no doubt about it— South Bend families have money to spend. 
Last year, for instance, nearly $70 million was spent for food in South 
Bend's Metro Area alone! 

One of the best ways to stay competitive and to support your sales pro- 
gram in the 14-county South Bend market, is to use its dominant station 
. . . WSBT-TV. With a full schedule of CBS shows and popular local pro- 
grams, WSBT-TV averages 47.8% share of sets in use, sign-on to sign- 
off! This is real impact— the kind that leads or supports a good sales 
program. You can get all the facts about WSBT-TV, its programs and 
its market from your Raymer man or this station. 

abilities remain on "Homemokers Time With Haiel Burnett" (9:00- 
9:30 A.M. daily), one of the nation's leading shows for housewives. 


South Bend, Indiana • Channel 11 

Ask Paul H. Raymer • National Representative 



THC wltKlV M*0»IIN« rv/H«OI© »OVt»TI»I«» U*l 

Editor and Publisher 

Norman R. Glenn 

Elaine Couper Glenn 

VP— Assistant Publisher 

Bernard Piatt 

Executive Editor 

John E. McMillin 

News Editor 

Ben Bodec 
Managing Editor 

Florence B. Hamsher 
Special Projects Editor 

Alfred J. Jaffa 

Senior Editors 

Jane Pinlterton 
W. F. Miksch 

Midwest Editor (Chicago) 

Gwen Smart 

Film Editor 

Heyward Ehrlich 
Associate Editors 

Pete Rankin 
Jack Lindrup 
Gloria F. Pilot 
Ben Seff 

Contributing Editor 

Joe Csida 

Art Editor 

Maury Kurtz 

Production Editor 

Lee St. John 

Readers' Service 

Lloyd Kaplan 
Editorial Research 

Barbara Wiggins 
Elaine Mann 


Eastern Office 

Bernard Piatt 
Willard Dougherty 
Joe Neebe 

Robert Brokaw 

Southern Manager 

Herb Martin 
Midwest Manager 
Roy Meachum 
Production Manager 

Jane E. Perry 


Allen M. Greenberg, Manager 
Bill Oefalein 


S. T. Massimino, Assistant to Publisher 
Laura Oken, Accounting Manager 
George Becker; Rita Browning; 
Charles Eckert; Wilke Rich; Irene Sulzbai 
Flora Tomadelli; Betty Tyler 




Always stimulating, clearly stylish, and naturally designed to attract 
attention and approval from an ever-growing circle of admirers-like 
each of our outstanding stations . . . a"Metropolitan" personality. 


205 East 67th Street, New York 21, New I 




Washington. C 

WGAL-TV Religious Programs 

Religious programming on Channel 8 embraces all Faiths 
with such programs as "Doorway to Life*'. "Frontiers of 
Faith", "Eternal Light", "The Catholic Hour". "The 
C hristophers", "This is the Life", and "A Minute With 
> our Bible"', the latter a daily sign-otf feature. The most 
recent innovation under the auspices of the Pennsylvania 
C ouncil o\ Churches is the Sunday evening "Talk Back" 
series which is telecast for in-church discussion groups 
throughout the Channel 8 area. 

Lancaster, Pa. 

NBC and CBS 

Clair McCollough, Pres. 

Representative: The MEEKER Company, Inc. New York • Chicago • Los Angeles • San Francisco 
1- SPONSOR • 2 JANUARY 1960 

Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 



Copyright I960 



In polling Madison Avenue's managerial and planning levels for 1960 portents 
SPOINSOR-SCOPE found expectations uniformly leaning toward a record-spending 
first half — but with the supposition that peace will prevail in the steel industry. 

Another shadow taken note of more or less: the pressures exerted on the Federal 
Trade Commission toward the policing of commercial copy. 

Here are some of the more significant anticipations for the new year: 

• Advertisers will budget for higher levels of profit; hence a swingback to investing 
in more small markets and a greater emphasis on national advertising. The effect will be favor- 
able for both network tv and spot tv. 

• Another force working beneficently for spot: a greater confidence among manufac- 
turers toward stepping up their promotions on a market-by-market basis. 

• It will be the year that the public service and informational program will come 
into its own as an article of sponsorship on a broad scale, with quite a few package goods adver- 
tisers — a la Brown & Williamson — taking a flier in those precincts for sundry purposes. 

• With the Washington climate in their favor, the tv networks will not only mushroom 
their programing control but go in as is deeply practical for the magazine, or par- 
ticipation, concept. 

• Ad agencies will have to wrestle with the problem of whether to accept the curtailed 
role that the foregoing poses or press continuously for a freer hand. 

• As the participation concept spreads, the trend will be toward greater flexibility 
of commitment — w r ith sponsors demanding more escape clauses. 

• Sellers will reevaluate their rates, with the tv netw r orks offering greater incentives 
on daytime and stations generally doing something about their I.D.'s and minutes. 

• There'll be a greater concentration than ever on qualitative research -with regard 
to tv. with advertisers seeking to correlate the specifics of who viewed the show to whether the 
tabulated audience is a good prospect for the product. This probing in depth will also en- 
tail the image impact of the program. 

• National spot radio will have to focus more attention not only on its special supporting 
values as regards continuing campaigns and seasonal promotions but the strong com- 
munity-oriented posture that is unique with local radio. 

In spite of the relatively short work-week there was a lot going in spot radio. 

The action included renewals from R. J. Reynolds, Nescafe and Vaseline; substan- 
tial schedules from Bristol-Myers' MinitRub (DCSS) and Sutton Deodorants (Gumbin- 
ner) and limited buys from Folger Coffee (C&W), Selcher & Righter (games) and Red 
Star Yeast (Krause. Minneapolis). 

The MinitRub technique: Switch the campaign from one station to another in 
each market after so manv weeks. The entire run will be 30 weeks. 

Don't be surprised, in the event the steel strike is resumed, to see Chevrolet's 
Dinah Shore show go to three a month. 

The factor)- has already discussed the possibility with NBC TV and responded with interest 
to a proposal for a once-a-month takeover of the spot by an electric shaver. 

The shaver would sponsor a musical program also, with April as the starting date. 

Meantime Buick, Pontiac and others are cutting loose with spaced spot radio 
bursts highlighting the immediate availability of plenty of cars. 


2 JANUARY 1960 


SPONSOR-SCOPE continued 

In its continuing study, via R. H. Bruskin Associates, on the correlation of 
brand buying to tv advertising, NBC TV research developed some interesting an- 
swers in a poll of 2,600 men and women conducted during September. 

The question in each instance was either what brand do you use most or what 
brand did you buy during the past four weeks. 

Following were the percentages for the dominant brands in these categories: 

GASOLINE: Texaco, 11.1%; Standard of Illinois, 10.5 c /< \ Esso, 8.5%; Shell 7.1%; 
Gulf. 5.8%. Total for the five brands: 53%. 

PEANUT BUTTER: Skippy, 28.39?; Peter Pan, 13.1%; Jif (P&G), 8.9%. Total: 

COOKING & SALAD OIL: Wesson, 24%; Mazola. 22.9%; Kraft, 5%. Total: 

This season's nighttime tv network programing offers a phenomenon in the 
June Allyson show (DuPont) that's been food for pondering by researchers. 

The curious characteristic: The Allyson show's number of viewers per set (1.2) is al- 
most identical with what an advertiser could expect from a daytime soap opera. 

The average male tune-in per show is about 1 per set, but with the Allyson show its .4 
male per set with another .1 coming from the under-18-year-old group. In other words, the 
\ll\son show's audience composition is that of a daytime serial. 

Advertisers during the latter half of 1959 moved their accounts into what they 
hoped would be greener pastures in the usual profusion, but this parade lacked the 
abundance of giant-budget switchers in similar rosters of recent years. 

Note the number of heavy tv spot users in this list of accounts that went thataway the 
second six months of this vear: 


Jacob Ruppert 
Lipton Tea 
Mars, Inc. 
Vaseline tonic 
John Breck 
Columbia Records 
\ ISC TV-Radio 
I tecar Mayer 
Narragansett Beer 
Geo. Wiedeman 
Wilson & Co. 
5- Day Labs 


Kenyon & Eckhardt 

J. Walter Thompson 



Young & Rubicam 



\. W. Ayer 



J. Walter Thompson 



Baker. Tilden & B 

Cunningham & Walsh 


Kenyon & Eckhardt 







J. Walter Thompson $10,000,000 

Kudner 5.000.000 

JWT, Bates 5.000.000 
Norman, Craig & Kummel 4,000,000 

SSC&B 3,500.000 
Needham. Louis & Brorbv 3,000.000 
Norman, Craig & Kummel 3.000.000 

Reach, McClinton 3.000.000 

Benton & Bowles 2.000,000 

BBDO 2.000,000 

Cunningham & Walsh 2.000.000 

Doyle-Dane-Bernbach 2.000.000 

Doyle-Dane-Bernbach 1.500.000 

J. Walter Thompson 1.500.000 

DCS&S 1.500.000 

DCS&S 1.500.000 

(not set) 1,250,000 

Compton 1,000,000 

Doyle-Dane-Bernbach 1.000.000 

North 1.000.000 

Kenyon & Eckhardt 1.000.000 


I For account switches during 1959 first half, see 4 July SPONSOR-SCOPE.) 

^ ou might interpret this as riding herd on something Sid Caesar and Art Cai 
nej have made their stock in trade: 

NBC l\ i- offering eight specials by Max Liebman. which will burlesque moderi 
da) foibles and folk types. Gross price per hour show : $210,000. 


SPONSOR-SCOPE continued 

Competition for the daytime network tv dollar is taking on more steam than 


NBC TV has started off the new year in that direction by putting through two rate 
cuts: (1) 10-11 a.m. from a C to D rate, or from 50% to 40% of the nighttime rate; (2) 
for every three quarter-hours bought between 2:30-4:30 p.m. a quarter-hour is tossed in as 
a bonus, which amounts to a 25% reduction per quarter hour. 

The main NBC objective: to put itself in a better price competitive position 
against ABC TV in the afternoon and at the same time siphon off a greater share of the 
daytime potential profits. 

This trend toward lowering the daytime rate has apparently another motive: keeping 
the remainder of P&G's daytime business in the NBC fold. P&G's media people have 
felt that the rate ratio of day to night was in need of an overhauling. 

NBC TV has indicated to agencies that its forthcoming new rate card will also 
have readjustments for the early evening periods. 

In working out its new nighttime discount incentives NBC has had the advantage of collating 
the confusions caused by the latest discount structure put out by CBS TV. 

Media buyers say that the CBS discount setup is so confusing that it is imperative that 
they first check with the network before attempting to estimate for a client what his 
time bill will be after 1 April. 

Where the agencies that do their own program buying from the producer are 
going to have a tough time from here on out : beating the networks to a deal for 
anything that has promise. 

Because of the climate in Washington the tv networks are now in a position to con- 
trol as much of the programing they elect and hence can quickly contract for any 
series in the making the moment an agency starts talking about it to clients. 

Contrast this network freedom of action with the agency's inability to move until the 
various brand managers can make up their minds. 

Two most recent cases in Avhich networks hogtied a property while the agency and client 
were looking: the Tom Ewell show (CBS TV) and The Flagstones (ABC TV) . 

The three tv networks jointly were credited through TvB with gross time bill- 
ings of $59,030,752 for October, an increase of 12.4% over the like month of 1958. 

Billings by network, with plus margins: ABC TV, $12,537,020, 25.9%; CBS TV, 
$23,610,441, 7.8%; NBC TV, $22,883,291, 10.7%. 

Collective gross for the first 10 months of '59: $510,136,192; plus 10.7%. 

Bates' research department has been conducting a qualitative study dealing with 
consumer impressions in connection with Brown & Williamson's sponsorship of the 
Journey to Understanding series on NBC TV. 

The basic intent : comparison of the image held of Life cigarettes between those 
who saw reports of the Eisenhower trek on NBC and those who didn't. 

The processed findings will be completed in about two weeks. 

Journey was the first series of the kind sponsored by a package goods advertis- 
er. The over-all price of the seven telecasts : $466,000. 

Bates' top man on the B&W account told SPONSOR-SCOPE this week that 
what has already gratified the client deeply was the commendations it got from its 
own trade for identifying itself with this type of public service undertaking. 

CBS TV reports what looks like a good nibble for the most expensive batch of 
documentaries to date: the four to six one-hour science series which Massachusetts In- 
stitute of Technology will co-produce as part of its 100th anniversary. 

The programs are geared to cost $150,000 each and will debut October 1960. 


2 JANUARY 1960 






Travel & entertaining 






Legal & auditing 


Stationery & office supplies 





100 % 

SPONSOR-SCOPE continued 

A* a competitor for the ad dollar Curtis Publishing (BBDO) may have its pro- 
motional differences with t v. but it's certainly got a lot of faith in radio as a seller 
of its products, and to the extent of $550,000 a year. 

In its own advertising plan for 1960 Curtis includes these: 

• Continuance of a weekly quarter-hour on Arthur Godfrey's radio strip in behalf of the 
Saturday Evening Post, and this is its fourth consecutive year. 

• Local spot radio to augment Godfrey. 

• Network participation for the company's other publications. 

They may not be typical but you can get a pretty broad idea of where the ex- 
penses went in the 1959 breakdown below of the itemized percentages for a major 
agency and a rep firm. 

The following overhead percentages came from an agency in the top five whose treasur- 
er preferred anonymity and from Adam Young, Inc. : 




100 % 

If you, as a seller of spot tv, have been puzzled by the succession of schedule 
pullbacks that P&G has given Duncan Hines this season, here's the explanation in 
a nutshell: 

Distribution of the cake mix, out of Compton, has been built up to where it pro- 
vides for 75% of potential sales, with the result it's able to buy more network. 

However, there'll be plenty of spot money dished out for the brand this year in one 
big area of the country. It's where the competition is most intense. 

Bekins Van & Storage (LaRoche) is buying about $l-million worth of spot tv 
for 1960, with coverage from K.C. down through the southwest and along the west coast. 

However, in the states of Washington, Oregon and Idaho, with Frederick E. Baker 
as the agency, it will go on spot radio — this time weather reports in the a.m. 

Two developments in the soap cleanser field that you might look for in 1960: 

1 ) A marked increase in universal (all-purpose) liquid detergents a la Lestoil-Mr. 
Clean-Handy Andy and specialized liquid detergents. 

2) Washing machine manufacturers putting out models with tanks that automatic- 
ally measure out soap needs. (GE washers are already using this device for dispensing 
bleaching fluids). 

For other news coverage in this issue, see Newsmaker of the Week, page 6; 
Spot Buys, page 48; News and Idea Wrap-Up, page 58; Washington Week, page 51; sponsor 
Hears, page 54; Tv and Radio Newsmakers, page 66; and Film-Scope, page 52. 

16 SPONSOR • 2 JANUARY 1960 

for every 10 TV homes in the 
Indianapolis Trading Area . . . there 
are 13 in its Satellite Markets. 

Think of this rich Mid-Indiana area in these terms 
and you will come up with some surprising ideas 
about television and your market. Here's the place 
to test "regional umbrella coverage". . . get real 
penetration and impact at low cost. Why ? 

15% richer and 30° bigger than the Metropolitan 
Trading Zone itself? Where else do you find such 
a widespread area covered from one central point 
. . . and by just one station with no overlapping 
basic affiliates of the same network ? 

WFBM-TV dominates Mid-Indiana, because it is 
the only basic NBC outiet penetrating this market. 
Nielsen Coverage Study #3 confirms these facts 
. . . and we're proud of our ARB. 

Where else will you find satellite markets that are Represented Nationally by the KATZ Agency 

only basic NBC coverage of America's 
13th TV Market — 760,000 TV homes. 

°°^^° INDI AN APOLIS-Major retail area for 18 richer-than- 
average counties. 1,000,000 population— 350,600 families with 90% 
television ownership! 


11 SATELLITES-Each market within WFBM-TVs 
verified coverage . . . Marion • Anderson • Muncie • Bloomington 

• Vincennes • Terre Haute • Danville, Illinois • Lafayette • Peru 

• Logansport • Kokomo. 




2 JANUARY 1960 




Competition will be sharper and there 
will be more of it. You'll get your full 
share of new business only if you sell 
aggressively and promote consistently. 

More national spot dollars can be 
yours if you: 

• Map your spot selling strategy now 
for 1960. 

• Advise your national representative 
of your plans and enlist his counsel 
and support. 

• Build a powerful station image that 
establishes your station's personal- 
ity, qualifications and impact. 

• Project this image in your trade pub- 
lication advertising with a campaign 
of sufficient clarity, importance, size 
and frequency to command atten- 
tion and do the job. 

• Use a key publication tailor-made to 
impress timebuyers, account execu- 
tives and ad managers. Use a maga- 
zine that's pinpointed to spot. 


SPONSOR'S editorial climate is 
100% in tune with the men and 
women who make the spot-buy- 
ing decisions at all top national 

Since 1958, every independent 
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paper reading preferences PROVE 


SPONSOR guarantees low 1957 

rates for all of 1960 to 

contract advertisers of record 

as of 1 April 1960. 



The weekly magazine tv radio advertisers use! 



KMSO-TV now reaches 

51,000 Montana TV homes 

and is gaining new viewers all over 



Serves MISSOULA and All of 




• 51,000 TV Homes 

• Drug Sales Index 167 

• Retail Sales Index 143 

• Auto Sales Index 176 


• Captive Audience in 90% of the 

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• Low Cost 1,000 Homes 




Ask Hollingberry what a big 
chunk of the audience we have 
. . . how much they buy, and 
how friendly they feel toward 
ADULT radio. 





Reps at work 

Martin F. Beck, The Katz Agency. Inc., New York, feels that faith 
in all radio must be at the core of every radio solicitation. "Let's get 
the internecine warfare out of radio selling. Why praise one kind of 
radio and berate another? In the long run this kind of policy can 
only damage the medium as a whole. All radio is good radio. 
Network affiliate, independent sta- 
tion, fm, foreign language opera- 
tion, farm radio, etc., all have a 
place. And each does a specific 
selling job for its advertisers. If 
there were an end to negative 
selling, to the rib-sticking, cynical, 
derogative classifying of competi- 
tive programing, all radio would 
benefit. After all, every station 
operates on the basis of a master 
programing blueprint, one for 
which they feel there is a genuine 
need. This programing concept is intended to give the station a 
personality, an image that will set it apart from other stations in the 
market. In this sense all stations are formula stations." Martin says 
that renewed faith in the medium will bring in "more money from 
every budget and induce greater respect by advertisers for radio." 

John Barry, AM Radio Sales Company, Inc., New York, feels that 
agencymen who use station representatives only as a fund of avail- 
abilities are missing out on a service that would prove highly bene- 
ficial to their work. "The agencv media man can't possibly know 
everything about all markets. It is rare indeed when the media man 

can't learn something more he 
wants to know about a specific 
market, from a station rep who is 
particularly familiar with that mar- 
ket. Some agencies discourage any 
contact between the account man 
and representatives. There seems 
to be the feeling that account men 
are too busv to see rep salesmen, 
or that the salesmen will hypnotize 
the account man into making a 
foolish buy. I don't believe any- 
thing is further from the truth. 
Why should the man directly responsible to the client for a success- 
ful advertising campaign be too busy to hear well-founded, factual 
suggestions on how to improve sales or distribution'.''" John doesn't 
mean to imply the rep be given a carte blanche, "but when the occa- 
sion warrants he should be invited to speak with the account man." 


2 JANUARY 1960 

Localizes national 

No two markets served by radio or television provide 
the same "climate" for your program. Local broad- 
cast competition, program preferences, and customs 
have strong influences on dialing habits. 

Nielsen Station Index Reports show, at a glance, 
your position in individual markets across the U.S. 
All NSI® data are compatible with NTI® and NRI® 
data which measure national audiences. Knowledge 
of local audiences quickly locates areas of strength 
and weakness in national coverage . . . and pro- 
vides basic information for interpretation or correc- 
tive measures. 

Number of homes reached ... by station. NSI tells you both 
total and Metro (or Central) Area audiences for each 
station for each 15-minute period during the day. 

Composition of the audience. NSI breaks down the tv and 
radio audiences to show who are listening or viewing 
. . . men, women, teen-agers, children. 

For television. NSI reports audience data for every 
competitive tv market in the U.S. These 146 market 
areas (231 cities) account for over 97 percent of all 
U.S. tv viewing. 

For radio. NSI reports audience data for the top 34 
markets in the U.S. These account for the bulk of 
radio listening, thanks to radio's long reach. 

Send for sample NSI Report. See for yourself 
the wealth of information NSI Reports 
put at your fingertips ... it is the only 
way you will understand why leading 
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sider NSI Reports a "must" for effi- 
cient operation. 

Httktft SlJton kndri 

Nielsen Station Index 

a service of A. C. Nielsen Company 
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our 85 mi. "B" coverage- 
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onal Representatives 

49th and 

Payola not the rule! 
With the great hue and cry about ra- 
dio, tv and payola, it is time that hun- 
dreds of stations who are honestly 
trying to run a good station and cater 
to its local audiences, speak up and 
defend themselves, and let their Con- 
gressmen and Senators know the 
truth. I doubt if there are 50 sta- 
tions in the country who have been, 
or are now saddled with payola. As 
to the quiz shows! possibly five or six 
may have been fixed, but that is no. 
reason to condemn all quiz shows. 

The average station programs for 
its local audiences because that is 
where 75% to 85% of its revenue 
comes from. If a local station, net- 
work or not, does not give its listen- 
ers what they want, dials will be 
turned quickly. At our radio and tv 
station here in the great Shenandoah 
Valley, we cater to the housewife, 
farmer, business man and others with 
full time farm director, woman's di- 
rector, two full time news editors, 
plus several good personality an- 
nouncers who are free of "payola," 
and who work with our community's 
interest at heart. 

Records, yes, we receive them by 
the dozens, with selections being 
made by our committee. In mv esti- 
mation radio and television are two 
of the most important media for ex- 
pression, and just because of a few 
"fixes" in television shows, or a few 
disk jockeys who may have received 
pavola. there is no reason to con- 
demn all radio and television. 

I feel sure that both radio and tele- 
vision will come out of this mad ad- 
venture, better and stronger than 
ever, provided that station owners 
will take up the cudgel and let them- 
selves be heard, for after all. radio 
and television are just as much en- 
titled to freedom from legislation as 
newspapers and magazines. 
Nat L. Royster 
manager, station rel. — mdsg. 
Harrisonburg, Va. 

Same as last year 

Thank you for another excellent year, 
as well as for the reminder to renew 
m\ 1960 subscription. I sincerely 
appreciate it. as I don't wish to miss 
a single copy. 

My congratulations for having the 
best media magazine in the business. 
Roger W. Kiley 
account executive 
WFBM, Indianapolis 

Around the ad world 

We enjoyed "Along Ad Row With 
Pack and Sleigh" by Bill Miksch. It 
showed depth perception of the adver- 
tising carousel. 

Paul Winans 
Paul Winans Co. 
Los Angeles 

All mixed up! 

In the 12 December issue of sponsor 
magazine on page 75. we noted a spe- 
cific reference to our product in the 
first paragraph where it was stated — 
"Whether you sell pancake make-up 
or pancake mix . . . take heed. Cleve- 
land women have changed. I So have 
the men ! 

Needless to say we appreciate this 
reference to our product; however, 
you undoubtedly did not realize that 
the word "Pan-Cake" is the registered 
trademark ( U. S. Patent Office No. 
406126) of Max Factor & Co. and is 
not a synonym for cake make-up. The 
correct usage is "Pan-Cake Make- 
Up," or if you do not wish to men- 
tion particular brands, simply cake 

We an 

of the legal importance of protecting 
a trademark and trust you will use 
ours properly in any future reference 
to our product. 

So that our records will be com- 
plete, we would appreciate an ac- 
knowledgement of this letter. 

Ralph E. Lazarus 
Max Factor & Co. 
Hollywood, Cal. 



2 JANUARY 1960 



Years of neglect had made historic Lippitt Hill an ideal area for redevelopment, but the 
decision to level and rebuild brought questions, doubts and fears to residents and taxpayers. In 
accord with its policy of fostering public understanding through public discussion, WPRO-TV presented 
in prime evening time another i,i its series of "documentaries in depth" to explain economic impacts 
and human considerations. 

WPRO-TV recognizes that to maintain its community leadership, this station must be the leading 
participant in community affairs. This policy prompts WPRO-TV to program both sides of controvers'al 
issues as well as editorials on such pertinent subjects as Section 315 of the Communications Act, the 
activities of the Commission to Encourage Morality in Youth, Hurricane Protection for Downtown 
Providence, Legislative Preview by the Governor, the City Budget, and attempts to use public funds 
for public service announcements. 


Raleigh -Durham 





WROW Radio 


WPRO Radio 

WPRO-TV Providence 


• Represented by Blair TV 


2 JANUARY 1960 


I'll, mace for this message is donated by this publication 
in cooperation with The Advertising Council. 



Sudden illness, especially mental, often disrupts a family. 
With the Vasquezes it brought them closer together. 

If you had wanted to get in touch with Eva Vasquez 
three years ago, you would have had to travel some 
two hundred miles from her home on the outskirts of 
Bakersfield, California, to Modesto State Hospital for 
the mentally ill. 

She was hospitalized there because she was tired of 
living .md tried dying. Withdrawal, they called it, from 

The communists could 
have made quite a thing 
out of her story il they had 
w n it. about "all men are 

created equal"? they might 
have asked. about 
"unalienable rights'*? 

Here she was: Eva. Born 

Clean, neat, but cramped, the 
Vasquez home is located in a 
mixed Mexican-Negro commu- 
nity near Bakersfield, California. 

a Mexican, another victim of pride, prejudice and pov- 
erty. Knowing no love in her own home, she escaped 
into marriage at sixteen. 

Now, at twenty-nine, she was the wife of Juan Vas- 
quez, mother of seven children and pregnant again. 

Because of recurring bouts of illness, finally diag- 
nosed at Kern General as malnutrition, Juan was only 
intermittent!}' employed. Came cotton time, the whole 
family took to the fields— usually earning a total of $7.50 
a daw 

Worry over her neglected children and Juan led to 
Eva's breakdown. The feeling that she. alone, was faced 
with these problems only exaggerated her anxiety. 

It turned out she was not alone. And that's where the 
Russian script ends and the American storv begins. 

During Mrs. Yasquez's hospitalization the family re- 
ceived relief and the children were provided milk by 



2 JANUARY 1960 

a local school nurse. Juan was encouraged to study Eng- 
lish in night school in hopes of finding a better job. To 
practice English he read comic books and watched TV 
in the two-room cabin he shared with the children. 

One day, and then again, he saw a TV message 
sponsored by The Advertising Council, urging people 
to send for a booklet entitled "How to Deal With Your 
Tensions," published by The National Association for 
Mental Health. Free. 

He sent away for it and spent the next two months 
laboriously translating it with the aid of his comic books 
and a Spanish-American dictionary. 

Among other things, he learned that Eva was not 
alone in her affliction. One in ten Americans suffers from 
mental illness. And 80% of those hospitalized, in the 
words of Dr. William Menninger, "could be out if 
enough of us cared." 

The Advertising Council cared to the point of cour- 
ageously sponsoring the Mental Health program dur- 
ing 1958 and 1959. Through the combined volunteer 
services and facilities of American business, advertising 
agencies, publishers, broadcasting stations, networks, 
outdoor and transit advertising companies, millions of 
dollars have been spent bringing that message to mil- 
lions of people, more than 1,300,000 of whom have writ- 
ten in for the pamphlet. 

People like Juan Vasquez, for instance, who cared 
enough to translate it painstakingly and sensitively, so 
that his wife would believe and understand and be re- 

Although Juan translated perfectly, his wife wasn't always 
sure he was giving her an exact interpretation. 

stored to her family, rehabilitated. That happened on 
July 7, 1958. 

The Mental Health campaign was supported by The 
Advertising Council because mental illness is "the num- 
ber one disease of the country." And the Council is com- 
mitted to making ours a stronger nation. Stronger in 
human and natural resources. 

Through public service campaigns— adding up to 170 
million dollars of voluntary support during 1959 alone— 
our country was bulwarked in many ways. 

Through saving lives on the highways. Preventing 
forest fires. Fighting for better schools. Selling savings 
bonds, and helping our friends and allies abroad. 

Not by standing still, certainly, nor playing it solo.. 

Rather, bv people working together in the common 
cause of insuring our "health, wealth and happiness." 

THE ADVERTISING COUNCIL ...for public service 

If you would like to know wore about this work, this magazine 
suggests you write to The Advertising Council for a free booklet. 


25 West 45th Street. New York 36, Sew York % c ™«^ 

The Advertising Council, supporting these and many other public service causes 
with men, materials and money contributed by American business, helps solve 
more problems and serve more people than any other single private institution: 




2 JANUARY 1960 



covered President Eisenhower's European tour 

MVT TELEVISION announces the first flying mobile video tape unit was used by CBS 
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2 JANUARY 1960 


2 JANUARY 1960 










(estimate) $1,505 




(forecast) .plyb55 

and Forecasts by Richard P. Doherty, president Tv radio Management Corp.. 

Washington, D. C. 






Tv-Radio Management Corp. 

was the year that broadcast advertising, 
for the first time, reached a level of $2 billion; our 
estimate is that combined radio, tv advertising ag- 
gregated $2.1 billion during 1959. 

By 1963. the broadcasting industry will become a 
$3 billion industry and 1960 will provide a big step 
toward this achievement. 

1960 will be a good, solid year for American 
business and the radio tv industry will achieve a 
new historical high in sales revenue. 

The tv picture may be highlighted by looking at 
1960 expectation in relation to 1959 and 1958. 



Total Tv 
1 000 1 omitted 

Tv Local 
iOOO 1 omitted 


i Network & Sootl 


1 000 i omitted 

$1,354,200 $248,100 $1,106,100 

1959 (estimate) $1,505,000 $275,000 $1,230,000 

1960 (forecast) $1,655,000 $295,000 $1,360,000 
Our estimate is that when the final results of 1959 

are in and tabulated, a total of SI. 505.000.000 was 
spent in tv advertising, or 13.7% of the all-media 



2 JANUARY 1960 


Doherty sees radio/tv moving 
past the $3 billion mark by 1963, 
competition getting tougher 

advertising pie. 01 the Si . >< '">.< " >' >.()()(), approximately 

10,000,0 ame from national-regional sponsors, via 

• ik ami spot purchases, and v J7 ">.<>( 10,000 came from 
I'.c al ad\ ertisei -. 

In I960, network and national-regional spot should rise 
to approximately SI 160,000,000, an over-all increase in 
the vicinit) of 10* ■ \i th>- same time, we expect local tv 
sales to expand bj >'>' i . Thus, we maj expect a total I960 
t\ advertising expenditure of approximately 81.655.000,000. 

I \|... tations are that all-media advertising will reach 
the high histoi ical level ol $11.9 billion in 1960. Tv should 
again improve it- -hare and come up with 14% of the 
nation - a«K ertising pie. 

Radio, in aggregate, has had a relatively good year dur- 
ing 1959, 1'iit with tin- total industry picture showing di- 
enl trends between individual stations and individual 

W hin the record of 1959 is fullv written, radio sales 

and radio station broadcast revenues, industry-wide, will 
he the highest in history — aggregating $603 million. Total 
radio advertising investments i including commissions and 
talent payments) will total $667 million. 

Revenue, industry-wise, should expand by 7%-8% for 
1960 over L959. 

For a three-year period, the picture will look like this: 


Total Radio 

i Millions 

Total Radio Station 
Time Sales 
< Millions) 

1958 $616 S541 

1959 (estimated) $667 $603 

1960 (forecast) 8714 $661 
The 1960 profit margin of radio stations, in loto, will 

remain about the same or decrease slightly because of 
higher labor (payroll) costs, heavier competitive expenses, 
plus added demands for programing and sponsor service. 
An over-all industry-wide profit margin of ll'y^-12% will. 
in our opinion, be a maximum achievement: the more 
likely ratio will be 9%-10%. The top 750 stations will 
show a 20%-25% ratio of profits and the 250 top ranking 
(revenue-wise) will achieve a 25%-30% profit margin. 

The numerical majority of radio markets will show 7 only 
about the same results in aggregate station sales revenues 
during 1960 vs. 1950. A sizable segment of stations will 


According to Management Consultant, Richard Doherty, these 10 anticipated developments in our national economy will have a 
decided bearing on the growth and vitality of the air media in the next 12 months. Says Doherty, however, plan now for 1961. 

1. Gross National Product 'may rise 6%-7%. 

2. Industrial output should expand 8-9%. 

3. Retail sales [dollar volume) should reach 
a level about 8' , -10' , higher than 1959, 
a it/i loud and automotives accounting for 
a strong share of the upswing. 

4-- Employment will increase progressively 
with unemployment decreasing to an in- 
significant level, belou 3,( Hin.ix hi persons. 

5- Wages mil rise l>\ \o' . -\2' , including 
impi m ''</ benefit s. 

cost <il living will go up nearly 2',. 

7. Building and construction in dollar value 
will rise even though physical volume will 
remain at approximately the 1959 level 

8. Consumer spendable income should im- 
prove by 7%-8 r , . 

9- Luxury spendable income, that overall 
segment of personal and family income 
available beyond the normal standard of 
living requirements, will reach new peak. 

lO. Congress and the Administration, lacing 
the important November election, will 
avoid legislation which might have ad- 
verse economic-business effects. 


2 JANUARY 1960 

ikely experience something less than 5%-7% improvement 
n sales and 20%-25% of the radio stations will experience 

decrease in sales income. 

Creative programing, station promotion and alert sales- 
manship will highlight individual station success during 
960. No radio station can depend on industry trends for 
utomatic gains. The formula for growth is PPS — pro- 
Taming, promotion and sales effectiveness. 

Competition among stations will be a highly signifi- 
ant factor affecting the 1960 business of individual tv and 
adio stations. 

In virtually all tv markets, the audience share race, 
imong stations, became more intense in 1959 and will be- 
•ome even tighter in 1960. The three tv networks are in 
■loser balance, program-wise. Thus, any given network 
iffiliate. in 1960. may be No. 1 in its market through its 
>wn management acumen and though the stimulant of its 
>wn programs. This was not so true two or three years ago. 

The formula by r which any given tv station may achieve 
he largest gain in sales, in its market, includes three in- 
gredients: la) a well-selected and scheduled format of 
eature films, syndicated series and local live programs; 
bl a solidly effective promotion program to advertise the 
tation's story to both sponsors and the local viewing audi- 
:nce: (c) alert, creative selling by both the station's sales 
taff and the station's national representative. 

Radio competition has, as everyone knows, become more 
'ntense in practically every multiple station market. A few 
ears ago, sharp and progressive program operators began 
separating the men from the boys and long-established 
Nation ratings went into upheaval. During the past year or 
wo, the boys have learned fast and program competition 
las become more balanced. 

In most multiple station markets, we expect that 1960 
will prove that radio competition is a fairly even race be- 
ween several stations and that, with only a few excep- 
ions, no one or two radio stations will leave competition 
ar, far behind. 

Promotion has become an essential tool for expanded 
adio station sales and added station profits. 

Stations gain audiences and raise their share of the au- 
lience by better programing plus effective local audience 
>romotion and advertising. 

Promotion and advertising are as important to broadcast 
Nations as broadcasters know that promotion and advertis- 
ng are basic to the competitive advance of retail stores, 
products and services. 

In the area of national spot sales, radio stations can 
bridge the distance between station and agency/sponsor 
>nly via effective trade press advertising. The station 
vhich, during 1960, doesn't advertise effectively to national 
iuyers will not share proportionately in the additional 
5900.000.000 of all media advertising expenditures which 
vill be produced during the next 12 months. 

General business in 1960 will obviously provide the 
Dackground stimulant for radio and tv sales expansion. 


Richard P. Doherty, who 
wrote this forecast of 
economic conditions for 
1960 in the radio/ tv in- 
dustry, has a strong back- 
ground in both economics 
and broadcasting. A for- 
mer professor and head 
of the Economics Depart- 
ment at Boston Univer- 
sity, he served from 1945-54 as v.p. of the NAB. 
specializing in station economics, labor rela- 
tions and cost accounting matters. Since 1954 
he has headed Tv-Radio Management Corpora- 
tion, Washington, D. C, business consultants to 
the broadcast industry, and has worked for and 
ivith 125 of the country's tv stations on various 
management problems. He is author of a num- 
ber of books on economic subjects. 


2 JANUARY 1960 

If the total American economy- were not going to expand 
and improve, in 1960, we would not forecast a rise in radio 
sales: we would expect only a small, modest rise in tv sales: 
we would not expect all advertising dollars to expand. 

Barring some unexpected international crisis, it is a prac- 
tical certainty that 1960 will be a year of expansion and 
improvement in virtually every major sector of the econ- 
omy, with the possible exception of agriculture. 

For a rundown of our business forecast for 1960, see 
the box on opposite page. 

Recession ahead in 1961? A small minority of busi- 
ness economists now believe that the progressive improve- 
ment of 1959-1960 will be followed by a recession in 1961, 
and that the road signs of this recession will become more 
evident during late 1960. We personallv belong to this 

The rhythm of business, coupled with the controlled 
money market and certain underlying economic drags, sug- 
gest that a corrective recession will be forthcoming during 
1961, and that this adverse trend will become evident to 
economic researchers during the late months of 1960. 

In our opinion, there are at least five forces which could 
well lead to a 1961 recession. 

1. Consumer debt has mounted steadily and, during the 
prosperity of 1960, will go on expanding. Sooner or 
later, this huge mass of consumer debt will induce a 
cutback in new consumer purchases. 
(Please turn to page 63) 


How tv sets new Busch distribution 

^ New tactic of Anheuser-Busch reverses role of 
advertising by pacing market areas with tv signals 

^ Four-year-old Busch Bavarian brand has hit top 
sales in multiple markets with this media strategy 

#%nheuser-Busch, 108-year-old pio- 
neer brewer in St. Louis, is meeting the 
demands of its own marketing revolu- 
tion 1>\ counter-revolutionarj media 
tactics. The medium is television, and 
the marketing revolution is introduc- 
tion of a non-premium brand four 
years ago as a complement to its 
long-time top selling premium brand. 

The counter-revolutionary tactic 
which Anheuser-Busch is using suc- 

--lullv to market and to sell its 
new Busch Bavarian brand is a re- 
allocation of sales and distributor ter- 

ritories to what the company calls a 
"media coverage area." Advertisings 
usual role is reversed, so that it paces 
rather than follows product distribu- 

This means simply that state and 
county boundaries used for the older 
A-B Budweiser brand, and adopted 
also by most advertisers to define 
their wholesaler and sales activity, 
have been removed. Tbevve been re- 
placed with a topsy-turvy, crazv- 
quilt pattern of television signals (see 
adjacent maps l . Now, a Busch Ba- 
varian salesman in the field contacts 

wholesalers within the reach of t\ 
signals in a given area. The client, 
working with Gardner Advertising 
agencv in St. Louis, has devised over- 
lays on a I . S. map designating some 
38 of these major media coverage 
areas in its 14-state distribution pat- 

This media-marketing approach has 
moved the new brand to No. 1 posi- 
tion in manv of the markets where it 
is distributed, and has put it among 
the top 20 brands in anv localitv. So 
reports \^ alter Reisinger. regional 
brands advertising manager for An- 
heuser-Busch, in detailing the growth 
of the beer. A-B introduced the non- 
premium brand a scant four vears 
ago to fill the gap left by its premium 
brand. Budweiser. Bud. the undis- 
puted top seller nationallv. is among 
the premiums which — all told — at- 
tract only 20% of the beer consum- 
ing market. 




tr - 


": ' 

■ l 

in - 


■ • 

■ K 

-: - 



I ■ 


■« '. 

FIXED LINES separating 
counties and states in map at left 
represent traditional approach to 
marketing, with advertising fol- 
lowing the rigid distribution lines. 
But Anheuser-Busch has perfect- 
ed new strategy of using tr as a 
primary medium, then tracing 
patterns covered by the signals. 
The new ''market'' in the map 
at the right thus transcends state 
and county districts previously 
assigned to salesmen and distrib- 
utors. A market for the new 


2 JANUARY 1900 


This left some 80 ( , c of the potential 
narket untapped by Anheuser-Busch. 
\nd this led to the development, crea- 
ion and strategy for the new Busch 
Bavarian in only 60 days. The new 
nedia coverage area tactic focuses 
m two campaign phases: the pre- 
dominant use of broadcast in an in- 
roductorv drive and in a continuing 

Radio and tv in the first phase are 
allocated about 85 c c of the total ad- 
vertising budget: in the follow-up 
jhase. about 70%. The pattern is 
concentrated on spot announcements 
aired with varying frequency. Prime 
imes are preferred, divided between 
ninutes and 20's and used to round 
aut local program schedules (usually 

The result, says Mr. Reisinger, is 
an ever-increasing market share for 
Busch Bavarian and a similar growth 
in consumption for Budweiser. He 
explains: "They don't compete with 
each other, because a Bud drinker 
absolutely cannot be switched to 
another brand once he's been hooked! 
And our Busch Bavarian is complete- 


directed switch in emphasis is Walter Reis- 
inger, regional brands advertising manager 

lv different from Bud so that our in- 
creased sales are coming from other 
non-premium brands." He adds that 
the sale of beer is primarily a local 
problem because no nationally known 
beer has total distribution, in the 
usual marketing sense. The situation 
is even more competitive because of 
the strong inroads made regionally 
and locally by some 200 different 
brand names. 

To pinpoint the advertising cam- 
paign at this local level, and to elimi- 

nate wastage and thus maximize the 
dollar investment, the client and 
agenc\ people worked to devise the 
new concept of media selection and 
usage. It started four years ago when 
signals from a Southern Illinois tv 
station reached far into adjacent 
Iowa counties where Anheuser had 
no distribution. This initial waste in 
that one market area, alone, had little 
over-all significance, says Mr. Reis- 
inger. But had it been allowed to 
continue, and therefore been multi- 
plied in all of the markets used b\ 
the company, the total loss could have 
been staggering. 

So they worked assiduously to re- 
define their approach to a market. 
They started with tv, "our primary 
medium and the key to our entire 
marketing concept." So says the re- 
gional brands manager. And "the 
most important factor in marketing 
todav is not just tv's selling power 
but where the television signal goes. 
The signal defines our market." Tv 
signals, he continues, '"don't stop at 
state lines. In our new marketing 
I Please turn to page 64 I 



usch Bavarian beer can there- 
fore encompass portions of four 
C tales with the reach of a single 
irban tv signal. 

This new approach has result- 
°d in the new product moving in- 
to the Top 20 beer circle nation- 
ally and bagging No. 1 sales 
position in many markets, de- 
spite the highly competitive na- 
ture of beer merchandising. The 
other brand produced by A-B is 
the nation s top seller. Budweiser. 



Portrait of a crusading marketer 


^ His claim to 'being horn lazy' is belied by the way 
K&E vice presidenl Steve Dietz tackles agency problems 

^ Here are some of his views on marketing, merchan- 
dising and on semantics of several trite ad row terms 

^%-k five advertising executives 
what their hobbj i-. and four prob- 
ablj will say, "Golf."" If the fifth one 
answers, "Reading," the chances are 
he is Stephen- Dietz, group \ ice presi- 
dent, marketing services at Kenyon 
v\ Kckhardt. Inc., in New ^ ork. 

"'I was born lazy," Dietz explains. 
"and I in -till trying to achieve total 
laziness. " If spare-time reading is an 
indication of this. Dietz 21-year 
career in advertising and marketing 
and his present position at K&E 
i which he assumed on 6 November) 
belies it. Anyone who claims laziness 
i- a virtue and takes up marketing 
and advertising must he spoofing. 

At K&E. Stephens Dietz reports 
to D. C. Stewart, executive vice 
president. Reporting to Dietz are four 
department heads: the vice presidents 
of merchandising, media, research 
and radio tv. 

"Then you coordinate these four 
important departments?" SPONSOR 

"Whoa." said Dietz. " 'Coordinate" 
is a word I don't much care for. Let 
me put it this way: reading isn't my 
onlv hobbv. Another is business man- 
agement. And it seems to me that two 
of the most misused words in Madison 
Avenue parlance are 'coordinator' and 
'administrator.' ' 


IN HIS 21-year career as 
an adman. K&E's Stephens 
Dietz has formed some 
j strong opinions on market- 

ing. Here are a few quotes: 
" Marketing and merchan- 
dising are too often con- 
fused. Marketing is the 
creation and satisfaction of 
consumer demand at a prof- 
it. Merchandising is really 
the junction of being a merchant, although in our lighter 
moments we frequently refer to it as the performance of 
anything that nobody else wants to do." The accompany- 
story is full of Dietz' observations on the ad scene. 

"Co-ordinator and administratoi 
both strike me as extremely inactive 
words. They suggest a sort of passive 
shuffling of memos and filing of 
papers. Now a word like 'manage' is 
active. It's high time we sav some- 
thing like 'manage' and drop such 
weak words as 'coordinate" and 'ad 

Dietz turned on a boyish smile. 
"Actually."" he explained. "I've been 
group vice president here for such a 
short time — and most of that has been 
spent on the road — that I'm not quite 
sure what I'm managing. My first job 
on this job is to find out exactly 
what's expected of me." Again, in 
this statement, the Dietz brand of 
humor shows through. He has a very 
good idea of his new job. For three 
years he ran the merchandising de- 
partment at K&E. Before that, as an 
account supervisor and client, he 
gained much more than passing 
knowledge of radio/tv, media and 

He brings to his new post a sound 
background in all the spheres that 
now come under his aegis as market- 
ing head. Along the way. Dietz also 
has formed some unshakable convic- 
tions about advertising and market- 

For some time Dietz has been 
carrying on a crusade for realistic 
evaluation of marketing programs by 
client companies. 

"It's shocking to me." Dietz told 
sponsor, "to see a corporation put on 
an expensive marketing and merchan- 
dising program, then suddenlv change 
the whole plan or even drop it with- 
out ever recording on paper exa tl\ 
what went wrong. Such documenta- 
tion is vital to planning new cam- 

'"Clients are demanding increased 
documentation from agencies." Dietz 
continued, "so it seems agencies have 
a right to expect the same from 

"Management has too often failed 
to demand reasons why a marketing 
program has failed. For too long, such 
evaluation has been the job of every- 
body and nobodv. With costs increas- 


2 JANUARY 1960 

ing from year to year, it s absolutely 
a 'must' that marketing dollars be 
spent more efficiently, and realistic 
evaluation of each program is just 
good economy. 

"At K&E. we've been working to- 
ward this for some time, and happilv 
I notice a definite beginning of a 
trend in this direction on the part of 
client." Dietz went on. 

To document the trend, he picked 
up from his desk a bound tvpescript. 
"For example," he said, "here's a 
report we've just done — not on a past 
or present marketing program — but 
on a future one. It lists all the areas 
and aspects that we recommend 
should be documented at the end of 
the program. And this was turned 
out at the client's request."' 

For sponsor, Dietz cleared up what 
has been something of a confusion — 
the difference between marketing and 

"For 'marketing.' " he said, "we've 
got a pretty clear-cut definition 
around K&E: Marketing is the crea- 
tion and satisfaction of consumer de- 
mand at a profit. 

"With "merchandising.' however." 
he continued. "I don't know that I've 
ever heard a really satisfactory defi- 
nition. In our lighter moments we 
like to say that merchandising is 
considered the doing of something 
that nobody else wants to do. 

"But on the serious side, merchan- 
dising actually boils down to the func- 
tion of being a merchant. The agency 
merchandising man must ask himself. 
'What can we do to help the retailer 
be a truly successful merchant?' We 
must put ourselves in the role of the 
merchant and try to make client and 
agency objectives for a product mesh 
with the merchant's objectives. When 
we come up with an answer and carry 
it out, that's merchandising. Too 
many people construe merchandising 
as simply a means of grabbing 
favored shelf space or setting up 
point--of-purchase displays in the 
aisles of stores. 

"The fact is that merchandising has 
many tools. A knowledge of pricing 
and discounts is one merchandising 
tool. Packaging ( which also is an 
advertising tool) also is a vital part 
of merchandising. Co-op funds, wise- 
ly set up and managed, can be valu- 


STEPHENS DIETZ, Kenyon & Eckhardt's marketing vice president, began his advertising career 
with Procter & Gamble, brings to his new post client and agency experience. Among his convic- 
tions: Clients demand increased documentation from agencies; agencies have the same right 

able to merchandising. One of our 
boys here at K&E, for example, just 
wrote up the whole co-op contract for 
a client."' 

What about television and mer- 

Dietz thought it over. "I'm afraid 
television's effect has been primarily 
on advertising rather than merchan- 
dising,'' he said. 

As for the reverse of the merchan- 
dising coin — the merchandising and 
exploiting of tv program personali- 
ties I an activity that K&E pioneered 

successfully: outstanding example — 
Ed Sullivan). Dietz looks upon it as 
a vanishing art. 

"The dav for merchandising of tv 
personalities." he says "has almost 
passed. Todav's conditions are mak- 
ing such exploitation next to im- 
possible." Principal reasons: (1) 
Performers' time becoming more 
limited through heavy show commit- 
ments so that there is little left to 
devote to personal merchandising: 
(2) Co-sponsorship has become so 
[Please turn to page 64) 


2 JANUARY 1960 



































"HR estimated gross time expenditures 

I ii—yimimy— mimmi— imiiiimiiy iMtii i h ■ 1 1 1 1 1 1 n lUHuniKii w 


r\\] outline ill 1\ -pending in 1960 
can be seen in the bullish attitude 
toward l\ among the leading con- 
tenders for L959's Top Ten circle. 

Pitched marketing battles and new 
product introductions were the main 
motivating factors in tv budget in- 
i reases bj all but one and for the 
first appearance on the li*t i at the 
nine-month mark) of an advertiser 
who made it on the strength of spol 
t\ expenditures alone. 

The uewcomer, Lestoil, spent 
113,707,900 in spol t\ in the first 
three quarters of L959 to: i 1 i battle 
the rush into the liquid cleanser field 
l-\ P&G, Lever and Colgate, (2) in- 
troduce a new product, Lestare, a 
powder bleach. (3) increase its dis- 
tribution throughout the \ t la tit i<- 
' mil as far weal as Des Moines, 
though Lestoil lost it- No. 1 
' P&G's Mr. Clean in L959, 
it- sales jun I < from $31 mil- 

lion ii • i - 10 million in 

>' '. I this, t\ expenditures 

were upped omparison of 


third quarter totals shown above'. 

The average hike in tv expendi- 
tures among the 10 advertisers was 
19.3%. Aside from Lestoil. there 
were three significant departures 
from this general area of increase. 

American Home Products made a 
dramatic 5(1', rise, largely accounted 
for b\ the company's growing reli- 
ance on spot tv for introducing new 
products. A case in point: Dristan. 
introduced b\ VHP's Whitehall Div. 
with a $1,839,860 spot t\ campaign 
m L958. 

Level Bros increase can be 

traced to the pro-television attitude 
of llenrx Schachte, who moved last 
February from ad v.p. into the newly 
created post of executive v.p. of three 
consumer marketing divisions — 
r, Foods, Pepsodent. 1958's t\ 
total of $38 million was all but 
reached b\ September 30, 1959. 

General Motors decreased spend- 
ing, of course, reflects the multiple 
problems which beset the automotive 
market generally last \ear. ^ 

100% in 

W Shift in media strategy 
by frozen food firm brings 
31% increase over '58 sales 

^ Hard-to-crack New York 
market responds to all-out. 
year-round radio emphasis 

A% frozen foods processor has no 
easy time of it rounding up cus- 
tomers. There is resistance to frozen 
food bv older people, and resistance 
to new brands bv frozen food con- 

This was the problem Dorann 
Foods of Rye. N. Y.. brought to the 
Zlowe advertising agency last Ma v. 
Bv then. Dorann had a berth in quite 
a few stores throughout the metro- 
politan New \ork selling area. \^ hat 
it sought were additional shelf "fac- 
ings" and more of that elusive com- 
moditv. customers. 

Previouslv the company had pro- 
moted its frozen pizza and eight vari- 
eties of frozen potatoes via a run-of- 
schedule package of I.D.'s on one 
New York tv station. The Zlowe Co. 
felt a change was needed. Says a.e. 
Henrv Shaffer. "\r5 e had too big a 
selling job to delegate to I.D.'s, es- 
peciallv run-of-schedule. 

"Apart from lengthier time peri- 
ods, we needed vear-round exposure 
with frequence during the latter part 
of the week when most grocery shop- 
ping is done. We had to pinpoint our 
best prospects rather than spread our- 
selves thin on our modest budget. 

"\\ i" needed coverage in Connecti- 
cut. Long Island and New Jersey 
where New York newspaper circula- 
tion tapers off. People in these areas 
listen to the New \ ork radio stations 
however. So both salesmen and re- 
tailers are happv when we use these 
stations rather than New York-only 

This was why Dorann became a 
100' < spot radio advertiser last June. 
Result: the ensuing six months" sales 
exceeded those of the same period a 
vear ago by 31%, despite an inter- 
vening strike in the A&P chain. 


2 JANUARY 1960 

radio spot gives boost to Dorann 

Market research indicated that 
young housewives and teenagers are 
the most susceptible to these prod- 
ucts. Zlowe selected three New York 
stations that appeal to this audience 

"In order to use three stations in- 
stead of two on our budget, we had 
to arrange short flights separated by 
a hiatus."' said media director Pauline 
Mann, "but with audience duplica- 
tion practically negligible we were 
most anxious to have the extra out- 

I nder the year-round schedule that 
was developed, the 60-second spots 
are aired in four- to eight-week 
flights, with a two-week interval be- 
tween. During any given week two 
stations carry the Dorann spots; one 
is held in abeyance. 

**\^ e rely on recall to keep our mes- 
sage alive during the short periods 
of absence from each station." ex- 
plained Mrs. Mann. 

All Doran spots hit the air between 
Wednesday afternoon and Saturdav 
morning. They are delivered 8 a.m. 
j to noon, with housewives in mind 
primarily, and 4 to 6:30 p.m.. for 
housewives and teenagers. 

The Dorann radio minutes are a 
combination of e.t. and live material. 
For many of the transcribed por- 
tions. Zlowe has employed a light, 
"tongue-in-cheek" approach. 

Rendered by a vibrant tenor in 
appropriately Italian operatic stvle 
is the following frozen pizza lvric. to 
the tune of Verdi's "La Donna E 

"If you're a pizza fan. 

Then you'll just love Dorann. 

Nothing else beats-a 

This frozen pizza. 

Sauce is so much saucier 

Crust is so much crispier. 

Just try it once and then. 

You'll buy it again and again 

and again. 

There is no pizza better than 


For the frozen potatoes frequent 

play goes to an e.t. which describes 

all eight Dorann varieties, inter- 

spersed with enticing sound effects. 
It points up the possibilitv of serv- 
ing a different type of potato every 
night of the week, and is well cal- 
culated to reach the best potential 
customers for new Dorann potato 
products, namely those already using 
the more conventional frozen potato 

In many instances stores that pre- 
viously had granted shelf facings for 
two or three Dorann potato varieties 
have added some of the newer ones, 

as a result of this commercial. 

Doranns plans for 1960 include 
a substitution for one station. The 
purpose of this switch is to reach 
another segment of the younger audi- 

A budget increase based on new 
sales heights is contemplated for 
June, which should mean that the 
older housewives, whose resistance to 
frozen foods tends to be stronger, are 
going to hear a lot about Dorann via 
spot radio. <^ 

ELUSIVE frozen food customers gravitate to Dorann due to spot radio schedule depicted on 
pegboard. Here, Pauline Mann, media dir., discusses buys with agency head Irwin Zlowe 


2 JANUARY 1960 



Kevin Sweeney, RAB pres. 

1. LISTENING LP. Radio listening is up in nearly every time 
segment. More people and more households are listening in '60 

2. SET SALES UP. 1959 sale of 16.000.000 radios topped every 
year except 1947. A new set sold for every one of three families 

3. DOLLAR \ ALL E LP. Last year Americans spent more for 
I .S. made radio sets than for all types and kinds of television sets 

4. ADULT LISTENING EQUALS TV. Daily radio listening 
by adult customers is substantially equal to adult tv vieuing 

nounced by RAB give advertisers more accurate buying guides 



Bigger news in radio than payola 

^ New radio facts, says RAB's Sweeney, have niore 
impact for big advertisers than newspaper headlines 

^ Increases in listening and set sales, plus new 
research give radio its greatest momentum in 1960 


l en Sweeney, fiery president of 
the RAB, drew laughs at a luncheon 
meeting of the Radio \ Television 
Society la-t week when 
he -aid. "1 will not predict that radio 
will hold the front page indefinitely 
again-! the stead) boring in of tele- 
\ ision." 

But the New York group li-tened 
attentively a- Sweene) outlined what 
ill«-d the "news that radio will 
in the advertising business." 

R \li lu-ad. "In term- ot 

if advertisers tot hetter 

lanning. for les- M 

in in and for a generally 

more - proacfa in creating 

■! without irritating 

either the consumer or their stock- 
holders, the news of these radio de- 
velopments is of far more importance 
than even payola." 

Among these developments: the 
healthy trend in radio set sales, of 
which Sweeney said. "This vear. 
1959, we will sell around 16,000.000 
sets— better than 4.000,000 alone— 
for the best year in history save 1947 
when pent-up wartime demand was 
satisfied for the first time. 

"That means a new radio set of 
some description for one out of 
j three families in the United 
States — a new set for two-thirds of 
all L . S. families during the tw o-vear 
period since 1 January 1958." 

"And in 1959 — for the third con- 
secutive year — the dollar value of 
I . S.-made radio sets, purchased bv 
Americans < not to mention the Jap- 
anese sets) will exceed the dollar value 
of all tv sets bought by Americans." 

Turning to the matter of radio lis- 
tening Sweeney discussed three sig- 
nificant phases — total, adult and 
summer listening. 

Of total listening he said. "Lis- 
tening is up everywhere in nearly 
every time segment by any measure- 
ment that includes all sets. 

"There are more hours of listening, 
and there are more people and more 
households listening. The last is im- 
portant because the newspapers con- 
ceal their steadily eroding position 
by pointing out that more newspapers 
are sold each year, but forget to men- 
tion that by every measurement that 
takes into account the growth of 
households, thev have suffered a dra- 
matic decline." 

Of the highly important area of 
(Please turn to page 65 I 


2 JANUARY 1960 

le of 
?d by 




^ 34 capsule case histories of successful tv 
campaigns of 1959, covering 18 categories of 
products and industries in net, spot, local tv 

^ A valuable fact book for busy account men 
and ad managers ivho are planning to use the 
medium and need documentation of tv power 



SPONSOR: Oorn's House of Miracles AGENCY: Charles N. Shahl 

Capsule case history: Dora's House of Miracles, a Los 
rageles chain of 12 discount stores selling appliances, tv 
sets, air conditioners, etc., ventured into tv in July, 1958, 
with a weekh budget nl S2.000. Previously it had used 
newspapers mostly. Jack Perkins, the agency's a.e., re- 
ported that most of the announcements were placed on 
KHJ-TV's Oscai Levant Show. Other schedules were used 
onlj for special promotions. The client found that femme 
announcer, Beverly Brown, was more effective than male 
counterpart in selling appliances. In the first 60 days the 
gross volume of business increased $100,000 per month. 
Profits from tv advertising enabled Dorn's to open four 
new stores. Cost of advertising while using primarily 
new -papers in the pre-July, 1958, period averaged 8% of 
the pros- \olume. Dorn's has since realized a 40% in- 
crease in total volume with a 4% reduction in ad cost. The 
Charles Y Shah) \gcy. is now working on a new campaign. 
kllJ-TV. In- \n^des Announcements 



SPONSOR: Summerfield Chevrolet Co. AGENCY: Direct 

Capsule case history: Arthur E. '"Bud" Summerfield, Jr., 
owner of Summerfield Chevrolet Co., Flint, Mich., decided 
to switch all his advertising to tv. He felt that a "prestige 
medium that would reach the largest number of consumers 
in a direct way" would give him the impact he needed in the 
highly competitive Flint area, and he decided to sponsor 
California National Production's aviation film series, Flight, 
on WNEM-TV 9:30-10 p.m. on Monday nights. The move 
paid off: Flight leads the three-station market with a Niel- 
sen of 45.7 and 62% share of audience, and in the face of 
a generally slow automobile market, Summerfield's sales in- 
crease for new cars-trucks for the first seven months of 
1959 was up 40% over 1958; for service sales, up 21%, for 
part sales, up 19%. Customers have come from not only 
Flint, but Saginaw, Bay City and Midland. Summerfield 
achieved these healthy increases despite a 25% decrease in 
his ad budget as a result of this single-medium selection. 






at. 1 


WNEM-TV, Flint, Mich. 



SPONSOR: McLean Pontiac Corp. AGENCY: Direct | 

Capsule case history: Although the year 1958 has been a 1 

verj trying one for the automobile industry and its retail I 

-ale- agencies, a Portsmouth, Va. Pontiac agency which 1 

used television has a different story to tell. During the first 1 

quarter of 1958, the sales of the McLean Pontiac Corp. { 

bad materiall\ decreased over the past five years, and the 1 

compan) made a thorough study of what might be the best I 

medium to advertise. During March 1958, the agency com- i 

menced a schedule "I one-minute participations in WAVY- 1 

I \ - Earl) Late Show. "From that point on our sales volume \ 

-bowed a remarkable increase," stated Richard J. Davis, I 

McLean's secretary. '"There were many instances where a 1 

displayed autum"l>ilr was purchased without the buyer ac- 1 

lualK appearing at the agency, after having -em the vehicle [ 

on television." The compan) Btronglj believes that its sue- | 
in L958 was due solelj to television advertising, and 

ote most ->f ii- L959 budget to WAVY-TV. | 

WAVY/I oik-Portsmouth Participations 1 


SPONSOR: Murray Vout AGENCY: Direct 

Capsule case history: Murray Vout, a local auto dealer in 
Salinas, Calif., had not been using television for quite 
a while. The firm, in business for over 30 years, switched its 
grant to English Fords and Studebakers and its budget to 
television. The car dealer then purchased full sponsorship 
of two sports programs on KSBW-TV, Salinas-Monterey, 
Calif., immediately following Wednesday Night Fights on 
ABC TV and Friday night fights on NBC TV. In the fol- 
lowing 12 months Vout registered a 27% gain in business. 
With 95% of his advertising budget devoted to television, 
Vout decided he could not afford both sports programs he 
was sponsoring. He cut his tv budget to accommodate just 
one sports program and spread his budget among other 
media. One month later Vout returned to KSBW-TV with 
the report that he needed both programs. He found that they 
were the best advertising he had. "The impact of these shows 
is such," he said, "that they justify my total budget." 

KSBW-TV, Salinas-Monterey Programs 



2 JANUARY 1960 



rd in the 

ie move 
a Niel 
face of 

ale; in- 
nth* of 

ot only 

Wt in 


:PONSOR: Economy Auto Stores AGENCY: Direct 

Capsule case history: After testing a variety of small tele- 
vision campaigns. Earl E. Tennyson, Jr., mgr. of Chattanoo- 
ga's Economy Auto Store, launched a heavy saturation cam- 
paign on WRGP-TV. From the sixth largest seller of new 
ires last year in the Economy chain, Tennyson's sales have 
risen so meteorically that he is now the largest seller of tires 
,n the company's chain of 21 outlets. Store volume is cur- 
ently 22 to 23% ahead of last year. Three years ago, the 
»tore s sales were lowest of the entire chain. This store is 
the only one in the chain using tv. Tennyson buys heavy 
saturation waves of 24 announcements (75% I.D.s, 25% 
ininutes) starting on Wednesdav and running through late 
Friday evening. The bulk of his spots are in early morning 
and evening time periods, preferablv around news and adult 
Westerns for a large male audience. Tennyson now budgets 
75% of his funds for tv. "Tv is dynamite," he reported. 
'It is the best-pulling medium for tires I've ever used." 

WRGP-TV, Chattanooga Announcement? 


SPONSOR: Malbis Baking Co. AGENCY: Phil Forrest Adv. 

Capsule case history: Malbis Baking Co., Mobile, Ala. 
bakers of Malbis bread, had used very little television 
prior to its WALA-TV campaign. But Malbis' J. Trout- 
man decided to sponsor Ziv's Rescue 8 on WALA-TV to 
give tv an all-out test. The program ran on Thursday 
nights from 7 to 7:30 p.m. with live announcements. The 
contract called for 52-week sponsorship, firm. Cost to 
Malbis: approximately $20,000. Announcements promot- 
ed Malbis' new brand wrapper called "Big Top Bread" 
which featured a clown on the label. Sales, which had 
been unspectacular prior to the program, skyrocketed in 
the Mobile area almost immediately, and the company's 
distribution areas were widely increased as a result. Har- 
old McGhee, general manager of Malbis Baking, said. 
"This is the greatest medium of all, and I am a 100% 
convert to sight, sound and motion in selling a product." 
The company has now sponsored an additional program. 

WALA-TV, Mobile. Ala. Program- 

(Continued page 40) 

aler in 

bed its 

get to 

Ui on 

ie fol- 
ns be 
t just 
t they 

6,000,000 eyes /ears— listen /watch Green Bay's Channel 5 

In the past year, our "faithful fivers" have seen the ONE HOUR 'MARTINIZING" Spots many 

times. First they sponsored the Wednesday night news, then last summer they used an "ROS" (60) Campaign. 

Presently, IDs are being used on a day and night basis. Wesley Crew and Claude Crawford . . . 

Appleton and Green Bay managers respectively, credit Channel 5 for "bringing in the business." "OHM's" 

remarkable INCREASE in sales, dramatically proves the effectiveness of Green Bay's quality station! 






Another sure proof of 

'flE HOUR 




wfrv green bay 

highest tower . . . maximum power 



2 JANUARY 1960 




SPONSOR Silver Gate Savings AGENCY: Don Larson Advertising 

& Loan Assn. Agency 

Capsule case history: Silver Gate Savings & Loan Assn. 
in San Diego, through the Don Larson Advertising Agency, 
sponsored a live hour spectacular on KFMB-TV, San Diego. 
starring Vcademj Vward winner Andre Previn. The pro- 
gram, In Hour with Andre, was the nucleus of its campaign 
to announce its newly increased dividend rate. Cost, in- 
cluding everything from time, talent, set design, to coffee 
breaks, was under $5,000. Over a month and a half later, 
the promotional effect was still quite evident, and Robert D. 
\-ton, assn. advertising manager, reported: "The business 
moduced bv the Previn show contributed to a highly suc- 
cessful transfer period. There were between §6^/2 an d $7 
million worth of new deposits alone the first four weeks 
after the show. This is an unprecedented transfer period in 
the historj of the organization. Not only that, but the volu- 
minous mail indicated that we received invaluable good will. 
We plan to use KFMB-TV again for our next campaign." 
KFMB-TV, San Diego Program 

Illlllllllllllllllllllll ,1111:111] 


SPONSOR: Canada Dry AGENCY: Gerth, Brown, Clark and Elkus 

Capsule case history: The Canada Dry Bottling Company 
Sacramento is now a confirmed television advertiser. Roy 
' r. Deary, an executive of the bottling company is convinced 
that advertising on KBET-TV has resulted in a sharp rise in 
-ale- <»f the Canada Dry beverages handled by the licensee 
of Canada Dry Ginger Ale Incorporated: Canada Dry Ginger 

Ue, Club Soda. Spur and Hi Spot. "We have shown an ex- 
cellent increase on Canada Dry," stated Mr. Deary, "and I 
sincerel) think that use of the television medium and 
station KBET-TV has played a very important part in our 
-harp sales increase." The bottler places its advertising 
through a local agency, Gerth, Brown. Clark and Elkus, and 
believes that a portion of the credit for the success of the 

ampaign is due the agency for its "excellent" commercials 
which were "well placed between good shows." The Canada 
Di\ Bottling Company has extensive plans for tv; use of the 
medium is prominent in all the company's marketing plans. 
K\l\. ento \nnouncements 


SPONSOR: Fenn Bros., Inc. AGENCY: Campbell-Mithun 

Capsule case history: "There is no question in our minds 
of the tremendous impact of tv on the consumer to intro 
duce; to promote increased volume; and to sustain volume 
on an item," stated H. R. Scheid, president of Fenn Bros., 
Inc., makers of Butter Brickie, Royal Brazils, Walnut Crush 
and Big Bogie candy. Butter Brickie used television to crack 
two new markets — Boston and Chicago ; and later to increase 
volume in Los Angeles. Fenn and the Campbell-Mithun 
agency were convinced television could best introduce Butter 
Brickie in Boston. Mr. Scheid cited three advantages of tv:i 
Speed (tv would reach more people in less time), Efficiency j 
(tv's reach would offer the lowest possible costs) and Impact 
(tv's sight-sound-motion would be the most forceful salesman 
to distributors and to consumers). The tv plan in Boston 
meshed co-sponsorship of half-hour syndicated films with 
flights of 20-second spots over 26 weeks. "Results in Boston 
on WNAC-TV were most impressive," remarked Mr. Scheid. 

WTNAC-TV, Boston Sponsorships & Announcements 



SPONSOR: Heavenly Donut Shop AGENCY: Direct 

Capsule case history: An enterprising newspaper man. 
Mel Grossman, who runs the Heavenly Donut Shop in San 
Diego, decided on a tv spot schedule for KFMB-TV's after- 
noon feature movie, with Bob Dale as host. Within five 
minutes after Bob Dale had munched his way through his 
"Heavenly" commercial, people began arriving at the donut 
shop requesting "Some of those donuts Bob Dale eats on tv." 
It wasn't just the neighborhood people who grew hungry 
for donuts, but customers from as far as 20 miles away. 
Everytime Bob sampled a different type of donut, the shop 
promptly "sold out" that item, whether they were 49tf a 
dozen or $1.29 a dozen. On the third day, business was up 
50% above normal, five extra helpers had been hired, peo- 
ple were lining up half way around the block and produc- 
tion could not meet the demand, as over 1,500 dozen donuts 
were sold. The following Saturday, there were still 1,000 peo- 
ple lined up demanding "those donuts Bob Hale eats on tv." 
KFMB-TV, San Diego Announcements 

(Continued page 42) 



2 JANUARY 1960 

till I, 

lie i 

Diiet I 

ill M 

Ten solid years of it this month. Since 1949 
times have changed, but so have we. New news concepts, 
the culling and corralling of fresh program ideas, applauded 
public service, and the great CBS Network, account for 
WJW-TV's present acceptance in Northeastern Ohio. 










SPONSOR: Rochelle Chamber of Commerce AGENCY: Direct 

Capsule rase history: Each year the Rochelle Chamber 
"f Commerce in Rochelle, 111., a small farming community 
located in the North Central portion of the state, holds a 
farmers picnic. I his annual affair is somewhat of a cross 
between an agricultural fair and a farmers' market — and its 
success "i failure has an important hearing on the state of 
Rochelle'- economy. Vlthough Rochelle is almost 30 air miles 
from Rockford, Mike Pullin, entertainment chairman of the 
1958 Farmers' Picnic, called upon television station WREX- 
I \ . Rockford, to put the annual affair across. The 1958 
Picnic was one of the most successful in Rochelle's history. 
In a Idler to WREX-TV general manager Joe Baisch, Pullin 
said: "The large crowd was certainly very much due to the 
efforts of WREX-TV. . . . Furthermore, the air time on 
WREX-TV helped us to keep within our limited budget." 
I he Farmers' Picnic committee was so gratified with results, 
it has already decided to use WREX-TV again in 1959. 

W It EX-TV, Rockford Announcements 





SPONSOR: Pioneer Finance & Thrift AGENCY: Direct 

Capsule case history: Operating in the area for less than 
two years, Pioneer Finance and Thrift has risen fast in the 
ranks of Dallas-Fort Worth finance companies. Gene Cor- 
dell, mgr. of the company, attributes the quick acceptance 
of his companies to the effective tv campaign created and 
produced for him by KFJZ-TV. The secret of the commer- 
cials, he feels, is their factual, believable approach. Each 
commercial outlines a typical family's finances and shows 
how high monthly payments can be lowered by sound con- 
solidation of debts. His campaign of 12-20 spots per week ft 
spans the entire week's programing to reach as many differ- 
ent people viewing as possible. More than 60% of his adver- 
tising budget is now spent on KFJZ-TV, and it produces 
80 r ( of his new business. Cordell has checked his volume of i 
business carefully against his advertising expenditure and 
estimates that his spot campaign costs less than 2% of the n 
volume it produces, making it his lowest cost advertising 

KFJZ-TV, Dallas Announcement^ 

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SPONSOR: J. I. Case Co. AGENCY: Direct 

Capsule case history: Due to lagging sales in the Des 
Moines area, J. I. Case Co. of Racine. Wis., manufac- 
turers of farm machinery, decided to bolster their sales 
efforts with television. With the aid of their district sales 
manager in Des Moines. Richard Spees, Case purchased 
a limited number of spot announcements in January, 
L958 on WOI-TV. The expenditure was equally divided 
between the Case Co. and district dealers. Case's cam- 
paign has been so successful that they recently renewed 
with WOI-TV; this time with a 52-week firm contract for 
co-sponsorship ol Whirlybirds, Tuesda) nights from 9:30 
to 10 p.m. Cost to Case and dealers on television for 1959 
was approximate^ $15,000. "Sales have increased about 
100$ Bince we began advertising on WOI-TV," said 
Spees. "1 mi this reason we can justifj such an expendi- 
lelevision has really sold me especial!) WOI-TV. 
^ '■■ continue on WOI-TV for a long time to come." 

NXn| Moines Announcements & Programs 


• ' 


SPONSOR: The Boyle Fuel Co. AGENCY: Direc 

Capsule case history: It may seem strange that a kid s 

show is able to sell home fuel oil, but The Boyle Fuel Co. of 

Spokane, the largest fuel dealer in this area, has been suc- 

cessfully using Starlite Stairway for seven years on KXLY- " 

TV to advertise. "I love kids, and I think that the reason 
for my success is based on the fact that the parents know 
this," stated Leon J. Boyle, president and mgr. Starlite Stair 
way is a live kids' variety show and all entertainment is sup- 
plied by local and area talent. Boyle, himself, handles all 
producing and interviewing chores for each show, scheduled 
Saturdays from 6:30 to 7 p.m. Not only has Boyl 
been tremendously successful, but the show repeatedly gets 
24 and 25 ARB's. Boyle attributes his success entirely to hi 
KXLY-TV show, for which he expends approximately $12,00C 
a year. "Our customer gain over the past seven years has 
been phenomenal, and volume has risen sharply," statec 
Boyle. "Television is great and especially KXLY-TV.' 

KXLY-TV, Spokane Program: 



2 JANUARY 1960 




PONSOR: Wanamaker & Son AGENCY: Direct j 

Mpsule case history: In an area saturated with some 48 I 

urniture stores, a boost in sales of 35% in just four short I 

**eeks is an outstanding success. This is Wanamaker's story { 

fter trying television. The store purchased a 15-minute j 

how for 26-weeks on WKTV, Utica-Rome, N. Y. The show | 

brought amazing results almost immediately," according | 

Bob Wanamaker, owner of the established firm of Wana- [ 

aaker & Son. "We were reaching them all — from profes- | 

iini con- donal man to laborer," reported the furniture dealer. 1 

People came from Schenectady, Syracuse and places we | 

lever heard of before. What's more, they were all pre-sold { 

u^tomers." Wanamaker, who is currently planning his fall j 

-tdvertising campaign with the help of the WKTV sales de- j 

•artment, insists that television's advantage of bringing j 

v i: ik/ares right into the home is the "best thing that ever hap- j 

lened to us. I feel that without television you are just another { 

tore. Tv, however, adds to your prestige and integrity." 

iVKTV. I'tica-Rome Programs 1 

• . 

• -r:t 


SPONSOR: City Finance AGENCY: Direct 

Capsule case history: City Finance loans, a medium size 
personal loan operation in Memphis, Tenn., has long used 
various media to advertise its service, but never particularly 
concentrated on television. Recently, City Finance decided 
to give television a real test, and purchased a solid sched- 
ule of minutes and I.D."s. most of it on WHBQ-TV, the ABC 
affiliate for Memphis. W. A. Woodmansee, president of the 
loan company, was delighted with the results of the cam- 
paign. "I thought you would be interested in knowing that 
our loan business for the past three months has increased 
some 30% over the same period in 1957," he wrote to 
WHBQ-TV. "We feel that a good share of this increase is 
due to our television advertising, all of which was con- 
centrated on your station." City Finance is now thoroughly 
sold on the medium, and intends to advertise regularly. The 
loan company has now come to realize that only a thorough 
test can determine the effectiveness of a medium in a market. 
WHBQ-TV. Memphis Vnnouncements 

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IPONSOR: Peter Pan Foundations 


AGENCY: Ben Sackheim 1 SPONSOR: Popular Science Magazine 

Capsule case history: Peter Pan bought an 80-spot sched- 
ule in WOR-TV"s Million Dollar Movie — eight a week for 
. 10 weeks. The segment is shown 16 times a week so that 
iy he commercials were only in half of each week's runs. 
..... ^omen's awareness of Peter Pan was checked by the ac- 
ount a week before the campaign began and again after it 
■ lad been running for four weeks. The checks disclosed a 
„ :onsiderable recognition of Peter Pan products before the 
ij :ampaign began, making it much more difficult to register 
igain in awareness. However, in terms of brand identifica- 
, jion, specific knowledge of the product, recent information 
..^ibout product superiority and attribution to tv as the source 
, "or that recent information, there were conclusive increases 
. ,, fj*fter only 32 spots. Said a Peter Pan exec, "This documents 
he effectiveness of movie vehicles and contradicts any sug- 
gestions that people don't watch those intrusive interruptions 
between segments of movies. The impact here is tremendous." 

W OR-TV, New York Announcements 



AGENCY: Schwab, Beatty 
& Porter, Inc., New York 

Capsule case history: "Popular Science"* magazine decided 
to trv a test campaign in the Wichita, Kan., area to deter- 
mine if tv could hypo circulation. A schedule was placed on 
KTVH consisting of 10 live announcements (eight participa- 
tions, two spots) during a one-week period, with concentra- 
tion on the Jack Munnley Show. Cost S351 for time, plus 
talent. No other station or advertising was used. At the end 
of the campaign, the M-S News Co.. the magazine's distribu- 
tor, reported that 2.080 copies had been placed on the 
stands and that there was a 70% sale in the first five days 
on sale: after 12 days, a 99.6% sale. The distributor ab- 
sorbed a 100 re-order over the second weekend and s! 
a 100 r c sale after 15 days on sale. Even then, the demand 
for copies continued. A. M. Schuessler. ! Jws Co.'s 

manager, told KTVH. "We feel the amazing sales perform- 
ance was due to the power of your advertising and in par- 
ticular, to the tremendous appeal of the Jack Munnley Show." 
KTVH. Wichita \nnouncemens 

(Continued page 44) 


2 JANUARY 1960 




SPONSOR: Gus Glaser Meats AGENCY: Truppe, LaGrave & Reynolds 

( apsule case history: Gus Glaser Meats of Fort Dodge, 
Iowa, bad never used radio or tv before their campaigns on 
WOI-TV. Their firsl venture was participation in WOI's 
Hagic Window, 11 a.m. to 12 noon, Monday through 
Friday, to promote his packaged hot dogs, hams and assorted 
cold cuts. Immediately after his campaign began. Glaser ex- 
perienced a tremendous increase in meat sales and, as a result, 
purchased full 52-week sponsorship of Casey Jones, a syndi- 
cated adventure series. As part of this promotion, Betty Lou 
Mi \ ay, hostess of Magic Window, made personal appear- 
ances in chain and independent stores. Glaser recently pur- 
chased heavy spot schedules at a cost of approximately $21,- 
000. "It would be impossible for me to spend such an amount 
if I were not getting results," he said. "Now, with the heavy 
sales and increased distribution of my product throughout 
the WOI-TV coverage area, I've had to enlarge my Fort 
Dodge plant facilities in order to take care of my customers." 



WOI-TV, Des Moines 

Announcements & Programs 


SPONSOR: Blue Ridge Mobile Homes, Inc. AGENCY: Direct 

Capsule rase history: The Blue Ridge Mobile Homes, Inc., 
of Crimora, Va., purchased a special spot campaign on 
W SVA-TV to announce the grand opening of its new mobile 
homes court, sales and parking. Blue Ridge's sole aim, 
when it purchased the spot schedule, was to draw a crowd. 
The complete attendance for the three-day event was con- 
servatively placed at 8,000 people. "In my experience, this 
was tlie lamest number of people that has turned out for 
any private showing," said Charles Bishop, sales and court 
manager. On each day's showing customers were asked to 
fill out a card giving their name, address and if they were 
interested in purchasing a mobile home. On one day 170 
people stated they wanted to buy a mobile home immediate- 
Iv; another 300 indicated they wanted to purchase a trailer 
in the near future. "\\ S\ \-TV's command as a complete 
ertising medium in the Shenandoah Valley, has certainK 
itseli emphatically t<> our need." Bishop remarked. 
WSVA-TV, Harrisonburg, Va. Announcements 

SPONSOR: State Theatre AGENCY: Direc 

Capsule case history: Using local tv as a major portio^ 
of their budget to advertise Hollywood productions has beer 
proving very successful to movie houses throughout thi 
country. A new attendance record was set by the Stati 
Theatre of Omaha, Nebraska, after it had purchased 
saturation campaign on KETV, Omaha, to publicize it 
upcoming Disney production "Ole Yeller." State bought tei 
10-second announcements which were run for a six-da 
period prior to the showing of the film. No other televisioi 
station was used for this campaign. The day the movi 
opened, State broke an all-time attendance record for th 
theatre. "We have never had a more successful tv promo, 
tion than the one enjoyed on KETV," said John Matti* 
manager of the State. "We had youngsters standing in lin 
for well over a block to see the picture." In the past thi 
movie house has used radio and television in the area, bu 
"none of the results equalled these 10 announcements.* 

KETV, Omaha Announcement 

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SPONSOR: C. Weaver Chevrolet, Inc. AGENCY: Dired 

Capsule case history: C. Weaver Chevrolet, Inc., is totallj 
sold on the effectiveness and selling power of television a 
a result of his advertising campaign of WKTV, Utica-Romc 
N. Y. Weaver, a new car dealer, scheduled two flights o 
eight-second announcements to run four days each with ai 
11-day hiatus. Weaver used 47 eight-seconds during th 
first flight, scattered throughout the broadcast day, from th 
early morning Today show until sign-off. Immediately h 
sold 17 new Chevys and "that Saturday was the best Satui 
day, saleswise. we have had in two years," Lloyd Ellsuortl 
general manager, reported. The 74 eight-second spots usej 
in the next flight were spread throughout the day as beforj 
and again Weaver experienced tremendous sales. This tim 
a total of 43 cars were purchased 1>\ WKTV viewers — sevej 
on Saturday. 21 on Monday and 15 on Tuesday. Whd 
really concerned Ellsworth was Monday's sale. "Imagindjl 
21 cars on a Monday! We are absolutely sold on WKTV.l 

W KTV, litica-Rome Announcement 






iPONSOR: Creative Homes Corp. AGENCY: Direct 

Capsule case history: The Creative Homes Corp., a large 

Guilder in Raleigh, N. C, believes that prospective buyers for 

"fnew homes cannot be "sold" in the ordinary sense of the 

'■rm as would the buyer of a food product. The corporation 

1 selieves that their prospects must first be educated to accept 

I new way of life: living in a home as differentiated from 

iving in a rented apartment. Creative also believed that, if 

•iwai-jjgy were t change people's basic attitudes and outlook, they 

nust use the most powerful medium available, and purchased 

e movi^ schedule on WRAL-TV, Raleigh. "To promote the advan- 

tor Usages of home-living we have used every medium available, 

s promtjijand from our very successful results we have come to the 

] Mattiifconclusion that, out of a direct mail campaign, newspaper 

12 in bsadvertising, radio, and television — the greatest effects were 

p3jttlifelt from our television advertising," stated Frank P. 

area, bui Beacham, Jr., manager of the Creative Homes organization. 

emenlsj. "WRAL-TV gave us the audience and the impact we needed." 

. ™ifWRAL-TV, Raleigh Announcements 


SPONSOR: Mercantile Acceptance Co. AGENCY: Direct 

Capsule case history: After only three weeks on KTVU, 
the Mercantile Acceptance Co. of San Francisco reported 
that the dollar volume from one branch directly accountable 
to television was somewhere between 810,000 and 815,000. 
Jack Cole, vice president of the loan company, reported that 
in the two weeks before the KTVU schedule commenced, 
business was way off in his company, and, in fact, this was 
the case throughout the loan field. However, since going on 
television in October, he reports business has increased to 
the point where it is much better than the month of Septem- 
ber, generally regarded as a high point in the industrv. Mr. 
Cole further reported that six phone calls had even been 
received at Mercantile's executive offices on Market Street, 
all of which reported tv as their source of interest. Mercan- 
tile Acceptance's schedule on KTVU calls for nine an- 
nouncements per week, within Roller Derby, Topper, Mys- 
tery Strip and Racket Squad. The cost per lead is low. 

KTVU, San Francisco Participations 

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qOiKjiSPONSOR: The Glidden Co. AGENCY: Direct 

Capsule case history: The Glidden Co. purchased spots 
virion ajj° n WXIX in Milwaukee for their line of paints and var- 
ra finishes. Previously, Paul Beavin, branch manager for the 
jj^j. ( yfirm in Milwaukee, had used very little local advertising. He 
^jijdepended mostly on the company's national campaigns to 
• , (tfjpush its paints. As a test, he signed a 10-week contract with 
:, .„,(!;, WXIX, buying a 12-Plan consisting of five announcements 
• tf | v l,iin the Late Show and seven in daytime hours. Spots fea- 
. ; ; atB j hired 45-second films demonstrating the ease of applying 
l|. Kort jj| Spred-Satin, with a 15-second tag listing four dealer loca- 
0Je j,tions per announcement. Also, dealers were provided store 
. ^{ 0I i displays, and were given a tour of the station and a thor- 
ns ^ough rundown on the campaign and ad strategy. Results: 
^J the firm gained the enthusiastic support of 80 dealers and 
flyhad a 34% increase on Spred-Satin in the Milwaukee area 
over the same period the previous year. Paul Beavin is now 
I" planning another Glidden Paints campaign for the spring. 

i WXIX, Milwaukee Announcements 


SPONSOR: Star Employment Service. Inc. AGENCY: Direct 

Capsule case history: Agnes Gayner exec director of Star 
Employment Service, Inc., Miami, felt that the traditional 
newspaper ads were not always effective, and thought that tv 
might provide the dramatic, visual impact necessary to at- 
tract prospects who might ordinarily skip over newspaper 
listings. Also she reasoned that many employed people not 
actively seeking new employment and therefore not turning 
to newspaper want ad sections, might become prospects if 
attractive jobs were advertised on tv. Miss Gayner decided 
that WTVJ could give Star Employment the kind of ex- 
posure it needed, and purchased, on a short-term basis, one 
60-second announcement each week on the Sundav night 
feature movie segment, 11:15 p.m. to sign-off. The first 
announcement alone brought in over 100 applicants: all were 
placed the same day. Subsequent spots produced equally 
good results. Star has since renewed its schedule, and is 
now a regular advertiser on the station throughout the year. 


WTVJ. Miami. Fla. 

(Continued page 46) 


2 JANUARY 1960 




SPONSOR: Atlanta Transit System AGENCY: Direct 

( uptuie me history: Georgia* Atlanta Transit Co.. oper- 
ating' a large urban transportation system, now enjoys the 
greatest public support and good will in its history. This 
achievement is based on sponsorship of a half-hour program 
uniquely tailored to the tastes of people in the area, plus 
tin- -upport gained from a weekly schedule of spot announce- 
ment-. The program is called Tuo Bells — TJ Edition: the 
subject is Atlanta, places and events. The cost of Tuo Bells 
I I Edition, on WAGA-TN ' spot announcements on 
WLW-A), with time, production filming and talent charges. 
i- teas than a third of the price for a full-page newspaper 
advertisement. But in order to determine how well Atlanta 
Transit's advertising policies are meeting its objectives 
there must be an indication of whether the publics attitude 
has (hanged in any noticeable manner. Television has paid 
off: Before Atlanta went to television complaint letters were 
leading four to one — now its letters of praise lead six to one. 
W kGA-TV, WLW-\. Atlanta Program & Announcements 




SPONSOR: Kelley's. Inc. AGENCY: Direc 

Capsule case history: Kellevs. Inc.. a two-chain bowlin 
alley concern of Omaha. Nebraska, recentlv purchased 
campaign on KETV, Omaha, to increase the number c\ 
bowlers using Kelley's Hilltop Lanes and North Bowl Lanes 
and to identify the two Kelley locations. Their advertising J 
campaign consisted of five 70-minute live telecasts direc I 
from the Hilltop Lanes. The bowling shows, schedule J* 
Mondays. 9:35 to 10:45 p.m., were new to Omaha (thf 
games were not regular bowling but headpin bowling! ' 
which requires the bowler to hit the headpin in order t: 
score • . The results were quicklv felt by Kellev's. An imme 
diate 20^ increase in bowling business, cocktail lounge an: 
snack bar sales, as well as a 20 c c increase in patrons was res; 
istered by the bowling outfit. There were 170 new patron 
each Sunday during the show period, and approximately 10' 
new customers have continued to bowl Sundays since th< 
campaign has ended. Another campaign is being planned 
KETV. Omaha Prozra:J 


SPONSOR: Louisiana Seed Co.. Inc. AGENCY: Direct 

( apsule esse history: Selling corn to farmers is not as 
some -tories tell, but Louisiana Seed Co.. Inc. of 
Uexandria, La., producers of Funk's G-H\brid Seed 
Corn, has had direct result* with their television advertis- 
ing ..n KNOE-TV, Monroe, La. "" \- yon know it is diffi- 
cult to pin down exacthj what medium is producing the 
sales results." stated Bill Franklin, the companv's 
Louisiana mgr. "But this \ear we have had results which 
I believe are directly attributable t«. KNOF-TV." For the 
past two \ears. in the farming district around Jonesville. 
La.. Louisiana had been -ellin^ mostly G-740 seed. 
However, t<> introduce a new hybrid for that area. G-7 
it advertised exclusive!) on KNOE-TV, using ln. second 
spots both live and film. \- a result Louisiana Seed 
"' one of it- biggest sales \ear-. and additional 
es have been placed exclusively on this station 
' seed vvith re-ult- e.jual to the initial run. 



SPONSOR: Los Angeles Rams AGENCY: Dire 

Capsule case history: Advance season ticket sales for th 
Los Angeles Ram pro-football games zoomed to recor 
heights this past spring through KNXT promotion. Th 
team's management placed a two-week schedule consisting 
of six 20-second spots, three 60-second spots on KNXT 
Commercials were on film, and showed film clips of the to 
plays of the team's stars. Pete Rozelle. team's manage: 
reported that the KNXT commercials received unprecedente 
attention, and as a result, sales for season tickets climbe 
over the preceding weeks of the sale. Rozelle saic 
"Exposure on KNXT produced the biggest sale for seaso 
tickets in the club's history, and there is no telling what th 
gate would be from an extended schedule." Now the clu 
is following it up with an intensive campaign beginning thi; 
month i July i. I sing similar film clip commercials. Rozell 
expects to sell between 35.000 and 40.000 season tickets in th 
Southern California area throuah the new KNXT schedule; 

Announcement- j KN\'I. I - \ngele? 




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fertisb i 1 
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rhedule ) 
ib Itl i 
order I 
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::' Dire 1 

id, Tt 

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p IgB ' 

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a lull 

ning thi 
. RozeH 
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ONSOR: Bostwick-Braun AGENCY: Direct 

Capsule case history: Three Lucas County deputy sher- 

fs rode to the aid of besieged Westgate Shopping Center 

i Toledo, when WTOL-TV's Romper Room host Miss Judy 

ade a personal appearance at a Bostwick-Braun outlet, the 
ion Store. The shopping center's 5,000-car parking lot was 
lied to capacity and other parking lots were hard-pressed 

accommodate the hundreds of others that had come to see 
(iss Judy. Bob Faver, Lion Store manager, reports that, 
rhe Lion's Store toyland was swamped by 3,000 parents 

id youngsters when the event got underway officially." 
lax Davis, president of the Westgate's Merchant Assn., re- 
'orted that this was one of the biggest Saturdays the shop- 
ing center had ever experienced. The Lion Store toy 
epartment manager and buyer said, "Sales were up 75% 
>r the day. This tremendous sales increase was unexpected 
y store personnel, as they did not anticipate parents bu\ ing 
>ys with children in tow. Romper Room reallv sold for us." 

TOL-TV, Toledo 

Announcements 1 


SPONSOR: William & Shelton Co. AGENCY: Direct 

Capsule case history: Several years ago, the Williams & 
Shelton Co. of Charlotte, N. C, distributors of dry goods, 
toys and notions, purchased a newspaper campaign in area 
papers for its Whirley Bird toys. Although the products were 
selling for half their present cost, the newspaper promotion 
was a failure. For this reason, sales manager W. S. Gray 
was hesitant about participating in a tv campaign for the 
Whirley Bird line again. As an experiment, however, he de- 
cided to try a 25-plan on WSOC-TV. Announcements were 
distributed equally throughout a 10-week period. The cam- 
paign resulted in a complete success for the toys, with 
Williams & Shelton taking orders for over 8,400 Whirley Bird 
units for the initial schedule alone. Gray told the station, 
"I am sold on the power of WSOC-TV as a sales medium, 
and will continue to use it for some time." Gray has since 
renewed schedules several times over for the toys, and is 
planning to use the station's facilities for other products. 
WSOC-TV, Charlotte, N. C. Announcements 

inn ii ii n iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin milium imiiiiii mi i iiiiiiiiiiiiin mini § iniiiiiiiiii mum 


5 0NS0R: Harold Hahn Co. AGENCY: Direct 

apsule case history: Harold Hahn Co., one of New Eng- 
nd's principal toy distributors, first entered television on 
/NHC-TV, New Haven, near the close of 1958 with a tele. 
ision budget of $15,000. Within one month, results proved 
> striking that John Payson, general manager of Hahn, who 
ad placed the budget, considered entering other New Eng- 
nd tv markets. His first step was toward traditional Bos- 
»n, where a campaign of live minutes was purchased on 
^NAC-TV. The company found immediate and traceable 
lies with television. Payson noted that items featured on 
is live spots soon made previous high-item sales figures 
dniscule. The company then increased its New England 
udget. By the end of 1958, the toy distributor realized he 
mid use the medium to sell toys the year round. As a re- 
tit, a new 1959 contract was signed by the Hahn Company, 
rom an expenditure of $15,000, Hahn increased its budget 
tore than sixteen-fold, to $250,000 in a short period. 
NHC-TV, New Haven; WNAC-TV, Boston 


SPONSOR: Frank Martz Coach Co. AGENCY: The Lynn Organization 

Capsule case history: Using WDAU-TV as a substantial 
portion of its advertising budget has proven highly success- 
ful to the Frank Martz Coach Co., Wilkes-Barre, one of the 
leading bus lines in Northeastern Pennsylvania. Martz Bus 
Lines offer daily express service to New York, Philadelphia, 
Newark. Bethlehem, Atlantic City, and all points enroute 
with package service on all schedules. This company now 
sponsors the Sunday night Sports Highlights over WDAU- 
TV, Scranton-Wilkes Bane, with commercials aimed at 
emphasizing vacation time and America's favorite play- 
ground — Atlantic City. Jack Lewis, a.e. for The Lynn 
Organization, says, "Business for Martz Bus Lines' Atlantic 
City and shore points has shown a considerable i 
this year, and the client and I feel this is a direct result of 
the present television advertising. For reaching a male audi- 
ence, Sports Highlights does one of the best jobs we know." 
Martz Bus Lines is now expanding its budget on the station. 


Announcements | WDAU-TV, Scranton. Wilkes-Barre 


2 JANUARY 1960 


nnisters time 10 



Central Kansas 
Gathers Bumper 
Wheat Harvest 

3rd Year of Excellent Crops 
Boo't, Bank Deposits to 

jiew Record Heights 
TOPEKA- (Special) -- 
Prosperity extends through- 
ZTlu Central Kansas and 
the Topeka area as 195^ 
a par-record wheat crop* 



Has 1 TV Station 


Is It! 

All Day-Every Day 
Survey- Proved 


Tops Competition 

. . . serving a total of 
38 Kansas Counties 

As A Bonus 


Is The ONLY 

TV Station Available 

to 100,000 



in Central Kansas 


Channel 13 


(Division Stouffer-Copper Publicotions) 
A»P'»s»nf»d by AvtryKnodtl, Inc. 

National and regional buys 
in uork note or recently completed 




Cities Service Co., New V»rk: Two-week schedules start 13 Janu- 
ary for its gasolines and oils in 20 northeastern markets. Day and 
traffic minutes and I.D.'s are being bought, ranging from 80 to 140 
spots per week per mar! et. Bu\er: Dan Kane. Agency: Ellington & 
Co.. New ^ ork. 

Sutton Cosmetics, Inc., New York: Going into about 10 markets 
for its Sutton Stick Deodorant starting 11 January. 13-week sched- 
ules are for day minutes, with some traffic. Frequencies vary from 
market to market. Buyer: Anita Washerman. Agencv: Lawrence C. 
Gumbinner A. A.. New \ ork. 

Crove Laboratories, Inc., St. Louis: kicking off a campaign in 
20-25 markets 11 January for Minit Rub. Schedules are being placed 
for 13 to 30 weeks, depending on market: 10-15 announcements per 
week in each market. Buyer: Frank Finn. Agency: DCSS. New \ ork. 
American Motors Corp., Detroit: Delayed by the steel strike, the 
Rambler car schedules begin 15 January for four weeks. Both traffic 
and day minutes are being lined up in a reported 75 markets. Buyer: 
Betty Powell. Agency: Geyer. Morey. Madden & Ballard. Inc., N. Y. 


J. A. Folger & Co., Kansas City: A campaign in about 50 mid- 
western and eastern markets begins 10 January for Folger's coffee. 
Schedules run for eight to 10 weeks using day and night minutes, 
chainbreaks and I.D.s. Buyers: Frank Martin and Al Randall. 
Agency: Cunningham & Walsh. New ^ ork. 

American Home Foods, Di\. of American Home Products Corp.. 
New ^ork: Buying 26- week schedules for Chef Boy-Ar-Dee in the 
top markets. Run starts early January: day and night minutes and 
chainbreaks. Buyer: Jim Stack. Agency: Young & Rubicam. N. Y. 
Lever Bros. Co., New York: Schedules in \arious markets start early 
January for Handy Andy. Day minute lineups for 52 weeks are 
being placed, frequencies depending on market. Buyer: George 
Sirnk". Agency: Kenyon & Eckhardt. New ^ ork. 
Procter & Gamble Co., Cincinnati: Placements for Ivory Flakes 
begin first week in January in a number of major markets. Day and 
late early night minutes are being scheduled for 13 weeks. Buyer: 
Mai Ochs. Agency: Grej Adv. Agency, New York. 


The Mennen Co., Morristown, Y J.: New activity for its men's 
toiletries starts this month. In tv, about 100 markets get schedules 
<>f night minutes for 20 weeks beginning L8 January, to promote all 
Mennen products. In radio, a pattern of flights has been formulated 
for the entire year and the initial run gets off 11 January in 75-100 
markets, for its Speed Stick Deodorant. Roughly, flights will total 39 
weeks for the year. Frequencies depend on market. Buyer: Herb 

Gandel. Vgenc] : Warwick & Legler. Inc., New York. 


2 JANUARY 1960 


...Known To Hundreds Of Bird -Watchers As Florida's Own! 

By Wallace Hughe; FLORIDA WILDLIFE Magaxine 
Florida Game and Freth Water Fish CommUtion 




...Known To 1,600,000 TV-Watchers As South Florida's Own! 

For reprints of this painting and for availabilities — N.B.C. Spot Sales 



Facts & figures about radio today 



1959 1958 



51.4 50.6 

U.S. homes U.S. homes 

•auraa: A. C. Nlelaeo estimate, 1 Mai. 
l**x. bOBN figure* lo mllliocu. 


Radio station index 

End of November 1959 

en air 

CPs net 

en air 

New station 


New ttatien* 
bids in hearing 





End of November 1958 

Am 3,315 108 456 

Fm I 571 | 115 I 34 

Source: FCC monthly reports, commercial stations. 'October each year. 



Radio set index 

Radio set sales index 







98,300,000 93,000,000 
37,900,000 36,000,000 

10,000,000* 10,000,000* 

146.200.000 139,000,000 

Boorce: RAB. 1 Jan. 1959. 1 Jan. 1958. 
rata In working order. *No new Information. 


Oct. 1959 Oct. 1958 

10 Months 

10 Months 


839,912 743368 
531,116 296,067 



Total 1,371,028 1,039,435 9,924,591 8,326,662 

Source: Electronic Industries Assn. Home figures are estimated retail sales, ante 
figures are factory production. TYieae figures aro of U.S. production only. In addition, 
BAB estimate* that 2.2 million Japanese sets vrere sold in U.S. during 1P5S. 


In-home radio listening during Fall hours 












f =^7 







1 .. 














9 P? 1 


8 9 10 II 


Z 3 


ne* wjm tiisx 


6 9 10 II 



Source: A. C. Nielsen, listening per average minute In thousands of homes, October 1959 



What's happening in U. S. Government 
that affects sponsors, agencies, stations 



Copyright I960 



Each recent year has appeared in advance to be a year of crisis for broadcast- 
ing in Washington, and, far from being an exception, 1960 seems to be the most 
threatening of all. 

Right down the line, in the Senate and the House, in the FCC, the FTC, the Justice De- 
partment, the stew is cooking and broadcasting is in the stew. 

It will be a race between Sen. Warren Magnuson (D., Wash.) and his Senate Com- 
merce Committee vs. Rep. Oren Harris (D., Ark.) and his full House Commerce Committee 
as well as its Legislative Oversight subcommittee. But whichever strikes first, none of it 
will be good news. 

Harris, it now appears certain, will be hard at work on "payola' to disk jockeys and to 
station and network personnel to secure plugs on programs sponsored by somebody else. He 
may broaden out to investigate other allegations contained in his subcommittee's incredibly 
heavy mail. 

This will keep the broadcasting and FCC feet to the fire of publicity, although the Harris 
track record doesn't portend much, if anything, in the way of legislative action. 

Magnuson promises to hit quickly, but more directly to the point. He intends to call the 
FCC to book as early in the session as possible about why the commission permitted the 
Harris-exposed practices to continue. 

Again, it would only be a confirmed plunger who would gamble on any new legislation. 

But the result of this pincers movement from the two chambers of Congress could push 
the FCC well over to the side of stronger regulation in the field of broadcasting, and 
as 1960 wears along it will likely become evident that this will be the major significance of 
Congressional activity along these lines. 

The FCC will have a lot of other decisions to weigh and act on during 1960. 

The problems and decisions it will face include these: 

• Whether to put new stations on the clear radio channel, which would be much to the dis- 
pleasure of the 50KWers now occupying these channels all to themselves at night. 

• What to do about getting more tv stations on the air. (With the commission due soon 
to have all members available, action on new "drop-ins" is expected quickly.) 

• The advisability of cutting down on mileage operations between tv stations — something 
that ABC has been urging and existing vhf stations have been bitterly opposing — although 
the FCC has no genuine plans for that service. 

• The final decision on what proposals to adopt for a half -hour cut in network option 
time, while at the same time strengthening the right of affiliates to refuse networks programs. 

• The "$64,000 Question" itself: whether it should use powers over station programing, 
if it's got them, or whether, if it's lacking them, should Congress be asked for such powers. 
(Of course, a lot depends here on how tough Harris or Magnuson actually get. The com- 
mission itself favors a minimum of program regulation and maximum avoidance of censor- 
ship, and it'll probably move as far as Congressional, or public, pressure demands.) 

Present indications are that some general over-all standards of operation will be 
described for broadcasters, but that these standards will cause complications at license re- 
newal time only; that is, in a comparison of original station promises with actual perform- 


2 JANUARY 1960 


Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


2 JANUARY i960 There's good news for syndication in the return to local control of the 10:30 

copyHjht i960 p.m. EST Saturday time period following Gunsmoke on CBS TV, now being 

sponsor exited by Schlitz's Markham (JWT). 

publications inc. Q n tne sur f ace some 120 choice station time periods appear to fall back into syndica- 

tion's lap, but underneath there are these complexities: 

1) No more than about 60 of these stations actually cleared the post-Gunsmoke 
slot for Markham ; the rest were D.B. 

2) Of these 60-odd stations, all are now placed in the position of quickly making a more 
or less unforeseen midseason decision on what, in many markets, is the best of any availability 
open to syndication. 

3) Many CBS stations that built up a powerful syndicated show in this time period saw- 
it wander to an ABC rival when Markham arrived — and must now ironically go against 
a show they themselves once nurtured. 

One of the most realistic ways of charting the syndication course is to look over 
the stern view at its wake for the past 12 months. 

Hence a recap of syndication's biggest aspirations and chief headaches during 1959 is of 
real value for decisions that must be faced in coming months. 

Here then are some of the most significant highlights of the past year: 

NEW MONEY: Cigarette and automotive advertisers were two of the largest new buyer? 
in syndication: Among these were Lucky Strike, Volkswagen and Renault. 

RETURNING BUYERS: Jax Beer returned to syndication after several years' absence. 

SYNDICATION EXITS : Two blows to syndication were Schlitz's departure from the 
medium and the end of Nabisco's national spot film campaigns. 

TAPE SYNDICATION: the biggest upbeat here was more coverage — more markets 
more stations, more recorders — but the complexion of tape programing failed to alter 
drastically from the previous year; many tape shows still depended on film print 
to get into non-tape and one-recorder stations. 

FILM PROGRAMING: The unusual thing about film syndication is how little pro- 
grams changed; action-adventure series and westerns continued strong, and mystery-detec- 
tive shows did better, but new types like science fiction never got started. 

FILM STRATEGIES : There were a number of new trends in the ways advertisers were 
using syndication, including these: 

• Ballantine switched from full sponsorship of Ziv's Highway Patrol to alternate 
week sponsorship of two MCA shows, Shotgun Slade and Johnny Midnight. 

• Schaefer tried using entire feature films as local specials in New York, and consoli- 
dated its syndication into Four Just Men in other markets. 

• Falstaff took MCA's Rod Cameron and moved him from a western (State Trooper) to a 
mystery (Coronado 9) — which is just where client, syndicator and star got started some sea 
sons ago (City Detective). 

HOLLYWOOD MAJORS: Activity in tv by Hollywood picture companies includec 
Paramount's entry into tv film, the Warner Bros, affiliation with Fihnways, National Thea- 
ter's purchase of NTA and UA's talks with Ziv. 

WASHINGTON: CBS Films and CBS stations came under a new corporate policy thai 
had still uncertain implications for syndication production and scheduling: don't cover up 
on a show's appearances or illusions. 


FILM-SCOPE continued 

Syndication grosses with the off-network backlog of a re-run show can com- 
pare very favorably with the business of a new first-run series. 

CNP's Life of Riley, for example, grossed $3 million in re-run with its 217 episodes over 
an 18-month selling period. 

A second factor behind the re-run gross is strip programing in almost every mar- 
ket, which greatly accelerates the rate of film usage. 

Here are latest ARB ratings of Life of Riley in these markets: 


New York 6.9 Phoenix 6.8 

Houston 16.4 Providence 7.1 

New Orleans 7.9 Harrisburg 6.2 

Detroit 6.7 San Antonio 6.3 

Wichita 12.9 Scranton-Wilkes-Barre 14.0 


... V . 

In the past 12 months the commercials field took for itself more of the lime- 
light than ever before in television history. 

There appeared to be every indication at year's end that commercials would continue to 
attract more and more of the industry's attention and interest. 

With this in mind, here is a review of many of the most significant or far-reaching de- 
velopments that took place in commercials during 1959: 

WASHINGTON: The threat of potential government action spurred many advertisers 
and agencies to re-work commercials rather than faee the publicity of investigation: 
Ted Bates, for one, remade over 30 tv spots. 

• Under the same shadow of possible Washington action, many advertisers re-examined 
their copy claims and production techniques. The result: An anticipated landslide of new 
business for commercials producers. 

TAPE: If the top headache of the year in tape was the lack of head standardization, 
then the top contribution was the formation of a committee to arrive at a uniform "tip pene- 
tration" setting for the industry. 

• The experience of certain agencies and producers with tape was especially significant: 
Compton found that tape handling costs could offset production savings, and Filmways found 
itself doing so little business it sold its tape equipment last summer. 

• The battle for the tape future played a part in mergers, such as Warner Bros.- 
Filmways and Screen Gems-EUE, while smaller producers lacking capital found themselves 
without tape facilities of their own. 

NON-BROADCAST BUSINESS : Film and tape work not intended for broadcast use 
played an increasing role in producer income, as the horizons of industrial and business films 
expanded and packagers moved in on a growing field. 

PROGRAM EXPERIMENTS: Commercials producers announced ambitious plans to 
enter programing last year; with but a few exceptions, all these experiments failed. 

The broadcasters are showing that they definitely intend to maintain the jump 
in video tape commercials production that they have over the independent pro- 

CBS and NBC were first into tape commercials, but don't underestimate the strength of 
local station tape sales units. 

In Chicago, for example. WNBQ's video recording sales department has been do- 
ing work for General Mills, Peter Hand Brewery, Jewel Tea, Serta Mattresses, and 
Wrisley Soap. 

WBBM-TV, the CBS station in Chicago, is expected to start a similar unit shortly. 

PONSOR • 2 JANUARY 1960 53 

A round-up of trade talk, 
trends and tips for admen 


Copyright I960 




Because of its long roster of nighttime shows on the tv networks, it had to hap- 
pen sometime to JWT: three programs out of the same agency competing against 
one another. 

Come next week the JWT threesome in the Thursday 9:30 slots: Schlitz's Markham, 
CBS TV; Ford's Ernie Ford, NBC TV; 7-Up's participations in the Untouchables, 

Metropolitan Broadcasting boss John Kluge's business is predominantly adver- 
tising now that he not only operates two tv stations, two radio stations and a short- 
wave setup (WR.UL) but an outdoor firm, Foster & Kleiser. 

His other investment interests are still food brokering and real estate holdings. 

Here are some advertisers that played it fairly big in network radio 20 years 
ago but you don't see or hear much about in air media these days: 

U. S. Rubber, Cudahy, Campagna, McKesson & Robbins, Zenith, International Silver, 
Barbasol, Cities Service, Lady Esther, F. W. Fitch. 


• A rep salesman on losing out on a schedule to congratulate the timebuyer on 
showing good judgment by picking the competitive station. 

• All stationmen visitors to New York coming heavily primed with new information 
to pass on to timebuyers. 

• Media people to go into verse and chapter and facts and figures after telling a rep, 
"Sorry, yours is not as efficient a buy as your competitor's." 

• Sellers of spot, because of the agency's constant flow of orders and cancellations, to 
keep ahead of Compton on paperwork. 

• Advising radio stations: Don't send us your logs, because we have implicit faith 
in how you place our spots. 

• ABC TV research refraining from telling the trade how well it's doing against 
the other networks on average nighttime ratings for the week. 

As the business shuffles into another decade it might bemuse the veteran — and the new- 
comer—to note where some of the workers in the air media vineyard were 20 years 

A random flip of the album brings these to mind: 

Edward Aleshire 
Leonard Erikson 
William Fagan 
Arthur J. Kemp 
Tom Lewis 
Bill Lewis 
Tom McAvity 
Lewis Titterton 
Niles Trammell 


Radio director, B&B Chi 
CBS Chicago sales 
B&B radio department 
CBS Pacific sales 
Y&R radio department 
CBS programing 
Lord & Thomas radio 
NBC script department 
NBC executive v.p. 


Cohen-Dowd & Aleshire 
CBS TV sales service 
Marschalk & Pratt 
C. J. LaRoche 
Kenyon & Eckhardt 
Compton tv/radio 
WCKT, Miami, pres. 



2 JANUARY 1960 

While serving a single station market, 
WTHI-TV fulfills its public service 
responsibilities in a way that has gained for 
it the appreciation and support of its 
entire viewing area ... a circumstance that 

^ Five full V 2 hours 
of local public serv- 
ice programming 
each week. 

must be reflected in audience response 
to advertising carried. 




Represented Nationally by Boiling Co. 


2 JANUARY 1960 


With production costs at all-time high, SPONSOR ASKS : 

Do production refinements in 

commercials get across to 

The trend in tv commercials is 
minute detail, artistic polish and 
often subtle audio and video ef- 
fects. Here, three experts discuss 
the effectiveness of these values 

Rollo Hunter, vice president & director 
idio anil tv, Erwin Wasey, Kuihrauff <£• 
Ryan, Inc., Sew York 

It's admirable to be a perfection- 
i-t. but there - a point of diminishing 

There's a point 
of diminishing 

returns in 
in a Ling 

returns in making l\ commercials. 
Finding that point isn't easy, it's 
purel) a matter of judgment. Client. 
agenc) and producer must clearl) 
define the all-important viewer's view- 
point, make an over-all impression 
which will impel him to buy. Some 
refinements will help. Some won't. 
One consideration is life expect- 
anc) of the commercial and frequenc) 
of exposure to the same people. \ 
minor technical flaw isn't likeK to be 
noticed 1>\ the layman who sec- it 
onl) once or twice. If it requires 
absolutely perfect li" eption, it 

probabl) isn't worth undertaking. 
I nfortunateb . badlj tuned sets 
abound. People jusl don't take time 
to set brightness and i ontrasl proper- 
ly. I In-, of course, i- no excuse for 
slopp) production, but should mili- 
tate against nit-picking. 

\\ > (h-i see Idm under ideal con- 
ditions crisp projection in dai \ 
on a -■ reen main times the size of 
the largest home tube. We look at 
this -■ reen w ill) an eye far more cri- 
' ; in thai "I the avei age \ iewer, 
iall) when the product appi 
dui t-in-use shots come in 
i hanges and sometimes 
ents" ai tuall) w i 

Resl t ing a -i ene to 

ei from overlapping 

the label a fraction of an inch ma\ 
infuse a feeling of artificiality. Re- 
shooting product shots for symmetr) 
can lend sameness, put the product 
in a sterile atmosphere. 

Sitting in a blacked-out viewing 
theater staring suspiciously at a big 
bright screen, we can spot little specks 
in the background that no eagle eve 
will detect at home. It's easv to panic 
over a wrinkle on a sleeve in an other- 
wise perfect take. Often we spray 
wax onto silverware, shiny metal. 
anything which might "kick" or 
throw a flare of light. To the ex- 
perts, these flares are always mistakes. 
To the viewer who doesn't know 
about the wax job. they mav be 
realistic sparkles. 

However, there are essential refine- 
ment;-. Dirt) fingernails in a close- 
up ought to go. People do see such 
things that bear on personal cleanli- 
ness. Superimposed titles which 
"ride"' or jiggle on the screen can 
make a viewer uncomfortable and 
create the risk of having him reject 
the message. 

Exploring refinements, a pattern 
emerges: in general, the tiny tech- 
nical faults probably don't get across 
to the \ iewer. Such defects lose their 
magnitude or disappear entirely when 
seen at home. It's the refinements 
which bear in a larger sense on the 
over-all commercial that are impor- 
tant. Yet each flaw, big or little. 
must be judged individually and 
carefully— stroboscopic effect, rocky 
era dollying, crumbs on cake 

The ino-t ie-pected experts don't 
make a perfect -core ever) time. 
There's no such thing as a perfect 
film, whether it be an eight-second 
I.I >. or three and a half hours of epic. 
If you look closel) at the parting of 
the Red Sea in "The Ten Command- 
ments, you'll observe a clearl) visi- 
ble matte line between the receding 

Waves and the land. Cecil B. De Mille 

apparentl) didn't consider it unfor- 
givable, yet such matte lines have 
caused numberless refinements in 

commercials. Fixing them isn't wortf 
the candle if it's just balm for pr< 
fessional ego and means nothing t 
the viewer at home. 

William LaCava, »-p- in charge < 

commercial production, Cunningham J 
Walsh. Inc., Xeiv York 

My answer to this question wou 
be an emphatic ''Yes'" if the questki 
means what I think it does. Of course 
production refinements would b 
grouped under two headings — obn 
ous and subtle refinements. LeC 
start with the obvious productiol 

When tv first began, the thrill o 
seeing this electronic marvel com 
manded the viewer's almost unvar 
ing attention, including commercial? 
Then, as the novelty began to weaj 
off. commercial tv had to work 1 
hold the viewer's attention. Th 
started a progression of obvious r^ 
finements — studied care was given 1 
sets, props, costumes, hair styling 
etc. With the inclusion and bettei 
ment of these obvious elements, coi 
mercials entertained the viewers ai 
did a better selling job. 

The viewer is not always aware <j 
more subtle refinements vet thev d 
make an unconscious impressio^ 
Production elements falling into th 
category are lighting, timing, cont 
nuity, music, etc. By proper integrj 
tion of these elements, the viewer 
moved to accept the message, regai 
less of whether or not he is an in 
mediate potential consumer. 

Both obvious 
and subtle 
refinements a\ 
necessary to 
total impressiu 

i m Hi 
The most important thing is th 
all refinements must be proper 
used. The) can be a great negati 
if not used correctly, and a gre 
asset if used knowingly. 


2 JANUARY 19(] 


at wort 
i for pn » 

Harold M. Spielman, vice president, 
Schwerin Research Corp. 

Our answer to this one would have 
to he a qualified '"No." Having tested 

The clothing 
in which an 
idea is dressed 
is of secondary 

some 15.000 tv commercials in the 
past 10 years, we have been forced to 
conclude that in tv advertising noth- 
ing is as important as the motivating 
"orce of an idea. The clothing in 
hich the idea is dressed is of secon- 
!at\ importance. 

I've no doubt that production 
"\a!ues""— the artful use of lighting, 
moas I tmusical background, sets, and so on 


t they i 


is an if 






—increase the viewer's aesthetic plea- 
sure in watching a commercial. 

But winning an art director's award 
jfor a commercial is not synonymous 
with creating an effective one. We 
have seen any number of award-win- 
ning animated commercials, bright, 
witty and truly creative, fail abso- 
luteh to influence viewers' brand 

Y\ e do considerable pre-testing of 
rough" commercials for our clients. 
The purpose of this testing is to eval- 
uate the basic motivating idea or the 
specific approach presented in a given 
commercial. What surprised us at 
first, but has since become a com- 
monplace, was the fact that a "rough" 
commercial could do as well in moti- 
vating people as its polished, finished 

Finally, nothing, not the most in- 
genious production work in the world, 
will rescue a basically weak commer- 

I cial idea. The right visualization of 
a strong idea is the ideal to be sought. 

■ But production gimmicks play a rela- 
tively minor role, we think, in the 
construction of effective commercials. 


2 JANUARY 1960 

Largest and most complete Resort 
Motel in 

Palm Springs, caiif. 

5 Acres of Fun in the Sun. Your choice of new picture-window rooms, 
or a Bungalow for the whole family — each commanding a breathtaking 
view of desert and mountains. Enjoy swimming in our Olympic Pool, 
playing Badminton, Ping Pong, Horseshoes, Lawn Croquet, Shuffleboard, 
and many other activities. Arrangements made for desert wagon rides, 
hay rides, horseback riding, or a campfire barbecue. Many excellent 
golf courses nearby. Whatever your desires we have it. The Pueblo is 
only a few blocks from the world's most fabulous shopping center — yet 
secluded in a garden of flowers to give you every privacy you wish. 


$3 ^ngle $ "|0 


Telephone FAirview 5-2273 
1983 North Palm Canyon 







(embracing industrial, progressive North Louisiana, South Arkansas, 
West Mississippi) 


Population 1,520,100 Drug Sales S 40,355,000 

Households 423,600 Automotive Sales $ 299,539,000 

Consumer Spendable Income General Merchandise S 148,789,000 

$1,761,169,000 Total Retail Sales $1,286,255,000 
Food Sales $ 300,486,000 


According to April 1959 ARB we average 78.5% share of audience from Sign On 

to Sign Off 7 days a week. During 361 weekly quarter hours it runs 80% to 

100%, and for 278 weekly quarter hours 92% to 100%. 

AV 1 1 V7 -Hi "XT A James A. Noe Station 

Channel 8 Represented by 

Monroe, Louisiana H-R Television, Inc. 

Photo: "Greem-We Mill, Division of Mohasco Industries, Inc.", G eenville, Mississippi, 
Manufacturers of the finest carpets and rugs. 





SANTA DOES HAVE HELPERS! When over 45,000 pieces of Xmas mail destined for destruc- 
tion due to insufficient postage caught attention of WPST-TV, Miami, station got into spirit of 
things fast. Here (l-r), Pat Ulrich, Percy Manley, asst. administrator, Miami post office. 
Virginia Booker, Helen Waller transact exchange of station's check for extra postage 

NO TOIL AT ALL for Jacob Barowski (I), head of Adell Chemical Corp., who spoke before 
Radio & Television Club in Pittsburgh. KDKA-TV sales mgr. Henry V. Greene, Jr., hosted; 
station's Miss Lestoil ( Edythe Tylka), handed out Lestoil dolls and product samples 

Philip Morris this week begai. 
merger talks with ASR Product- 
(formerly American Safety Ra- 
zor Corp.). 

The basis of this merger consid- k 
eration would be the exchange of on^ 
share of Philip Morris common stock jn 
with four and one-third shares of the 
razor and blade manufacturer's com- 
mon stock. 

If the boards of directors at thei: 
respective meetings scheduled at the f . 
end of this month approve of th- 
merger, it would mark the first time ' 
a L.S. cigarette manufacturer en- 
tered an entirely different field. 

Note: Early in 1959. R. J. ReynJ 
olds sought to acquire Warner-Lam- 
bert Pharmaceutical Co.. but the deal 
fell through. 

Food brokers holding their an 
nual convention in Chicago last 
Meek had something provocative 
to sav about air media. 

QUEEN OF MUSICALS, Mary Martin, ac- 
cepts citation of merit for her contribution to 
radio +v from Mimi Hoffmeir, pres., N.Y.C. 
chapter, American Women in Radio 4 TV 



'roduct i 

f consii 

?e oi onf i 


id at tki ( 
E of tbijj 

rst time i' 


the da 

ieir an 




i, N.Y.C 


It was: Their most effective sales 
ool in dealing with the grocery trade 
> the efficient merchandising of a 
io or tv campaign. 
In other words, the broker can't 
rust depend on the campaign; he has 
o impress the retailer with the way 
he campaign will move goods. 

'Campaigns : 

• Clorox liquid bleach is intro- 
lucing its new pitcher-handle bottle 
lationally via a stepped-up schedule 
'if day and night tv spots on stations 
eaching an estimated 84% of all 

.S. tv homes. Agency: Honig- 
Cooper & Harrington, San Francisco. 
' • Santa Fe Wine, product of the 
MGiorgio Co. in California, will be 
'ntroduced into the Eastern market 
Jiext month. An all-media campaign 
\i currently being prepared to intro- 
luce the wine in the New York Met- 
opolitan area, with some $250,000 
jar-marked for this local promotion, 
las Agency : Cole, Fischer & Rogow. 

• General Foods Corp. is turn- 
ip to Columbus, O.. as a radio test 

market for its Jell-O Tapioca Pud- 
ding. The schedule, running on 
WCOL, is designed to reach the 
housewife via 15 one-minute spots per 
week on a Tuesday through Friday 
basis, to run through mid-April. 

• The Purex Corp. will present 
a series of six one-hour specials, 
budgeted at $1.2 million, on NBC 
TV during the first part of this year. 
The dates scheduled: 16 January, 19 
February, 27 March, 22 April, 22 
May and 29 May. 

The Miller Brewing Co. will film 
the National Football League's 
1960 Pro Bowl Game. 

This half-hour film of the annual 
classic held 17 January in Los An- 
geles will be added to Miller High 
Life's sports film library and will be 
available free of charge to civic 
groups and tv stations. 

P&G topped the list of the top 10 
national advertisers in the first 
nine months of '59 on network 

and spot tv by gross time expen- 
ditures, according to TvB. 

Following are these top 10 adver- 
tisers with their total tv gross time 
expenditures in the nine-month pe- 
riod of 1958 and 1959: 
company 1958 1959 

P&G $62,088,295 $72,639,411 

Lever 27,937,741 36,900,073 

Colgate 25,868,960 28,549,617 

Amer. Home 18,673,081 27,617,314 
Gen. Foods 23,312,743 26,527,316 
R.J.Reyn'lds 14,061,289 16,217,071 
Gen. Motors 15,958,568 14,990,702 
Brist'l-Myers 13,857,262 14,099,911 
P. Lorillard 12,061,986 13,982,586 
Adell Chem. 8,470,700 13,707,900 


A special conference of execu- 
tives of CBS TV and the network 
affiliates has been scheduled for 
29 February in Washington, D.C. 

Purpose of the meeting, according 
to CBS TV president James A. Au- 
brey, Jr. : to examine the tv broad- 

pRYSTAL CLEAR, in another moment, will be results of John Blair VOICES FROM THE PAST, dating prior to 1910 and recorded on 

k it'O.'s timebuyer contest. TvB's Ann Carhart, assisted by John Blair, some 50,000 Edison disks, were recently unveiled by WSB, Atlanta. The 

'Jraws, as executive vice president Ed Shurick ( I) , and Art McCoy (r), entire collection (recorded vertically) was donated by Ted Grob, Jr. (I), 

agerly await the lucky winners of Coming's Steuben crystal exec director, Goodwill Industries to Bill Foster of WSB Radio News 


MONEY GROWS ON TREES? It would seem that way. Actually, Bob 
IVaddell, WFMY-TV (Greensboro, N.C.), is clipping bills to tree as 
lart of "Nancy's Best Christmas" station's project to buy gifts for 
leenage fan who is I 1-year polio victim. Bills were sent in by listeners 

PSYCHOLOGICAL WARFARE, some might call it, but no matter 

what their heritage, these cuddly Siberian pups (first born in Okla. City) 
look pretty cute. Four were named for Russian notables. Cap'n Art, 
LOCO-TV poses with pets owners after contest which tagged ffth "Ike" 

casters 1 role, their public responsi- 
bilities, am) how best these respon- 
sibilities can be fulfilled. 

The affiliates conference will be ad- 
dressed bj Sen. Magnuson, Rep. Har- 
ris PCC chairman Doerfer. and FTC 
chairman F.arl Kintner. 

N«w network tv series: ABC T\ 
i> preparing for next fall a weekly, 
half-hour tv show based on six vol- 
umes oi Sir W in«ton Churchill's 
memoirs covering world history 
from 1919 onward . . . F\ I (For 
V>ur Information i a new weekly 
public affairs series spotlighting topi- 
cal issues will debut on CBS T\ 
Sunday, 3 January. 11-11:30 a.m. . . . 
The first in a series of mystery classic 
specials dubbed The Dow Hour of 
Great Mysteries will premiere on 
NBC TV Thursday. 31 March. 9-10 
p.m.. for the Dow Chemical Co. 
• MacManus. John & Adams • Avith at- 
torney Joseph \^ elch as host. 

Dow Corning Silicones makes it* 
initial entry on tv via a one-quar- 
ter weekly hour buy on ABC TVs 
Daybreak schedule, to run for 
nine weeks. 

Other recent daytime business for 
ABC TV includes bu\s by: Cleara- 
sil. increasing its schedule in Band- 
stand: Nucoa. renewing one-quarter 
hour alternate of Bandstand: Good- 
rich Rubber, for one-half hour al- 
ternate on Bandstand: and Sterling 
Drug, for one-quarter hours on 

Sports business: The Schick Safe- 
ty Razor Co. t Compton | will spon- 
sor eight quarters of the Sunday af- 
ternoon professional basketball tele- 
- on NBC! T\ . January through 
March. Other sponsors of the Sun- 
da) telecasts are Phillies Cigars. Gen- 
eral Mills, and Anheuser-Busch. 

Network radio -ale*: Orders total- 
ing $3 million in new and renewed 
business were placed with ABC Ra- 
dio during the past 3<> da\s. Among 
the new clients: Frito. Maxwell 
House Coffee. Universal Pictures. 
Milhurn. Winegard and The 
V\ atchmakers of Switzerland . . . 
Mutual reports 19 n«-w advertis- 
i th<- network -ince 1 July. 
_ • MBS president Robert 
Hurleigh. all advertisers with Mutual 
on that date — the day he initiated 
al court financial reorganiza- 

tion for MBS are still with the net- 

New network affiliations: KIBEE. 
Modesto. Cal.. and KFBX. Sacramen- 
to, both McClatchv Broadcasting sta- 
tions, to CBS Radio . . . WTMT, 
Louisville: ^ MFT. Terre Haute: 
KOFE. Pullman. Wash.; and WRPB. 
Macon-H arner Robins. Ga.. to ABC 

Disaffiliation : Effective this week. 
KRO\ . Sacramento, leaves the CBS 
Radio Network, to program inde- 
pendently as a music, sports and pub- 
lic service station. 

Add to network personnel news: 
Herbert Hahn. elected v.p. of AB- 
PT . . . John Heywood. to director 
of business affairs. NBC T\ ... 
John Beebe. to ABC TV Central 
Division sales staff . . . Robert 
Wood, to v.p. of CBS TV Stations 
Division and general manager of 
KNXT, Hollywood . . . Kenneth 
Bilby. to v.p.. public affairs, at RCA. 


During the next 10 years the 
American economy will grow as 
much as it has in the past 25. ac- 
cording to a report prepared by 
Market Planning Corp. for Mc- 

The report, a detailed study of the 
economic and marketing outlook 
through 1969. makes these projec- 

1 ' In 1960. the total national out- 
put of goods and services for 
the first time will cross the $51 10 
billion mark: by 1965 total na- 
tional output will be approaching 
I billion, and bv 1970. bevond 
I billion. 
2 1 The average income of non- 
farm families, now $7,500, will 
be $9,500 by 1970. 

3 i Discretionary income i income 

available after paying for neces- 
sities! will double its level of last 
year, reaching almost $90 billion 
a year. 

4 i Increased spending for consum- 

er durables — $58 billion by 
1965. ST0 billion by 1970 iwith 
cars accounting for $30 billion 1 . 

Other predictions at the turn of 
the new year include these from 

agencies regarding increased 

• Mogul. Williams & Savior 
forecast a $30 million billing level 
by the end of 1965. This prediction 
is based on a "conservative" projec- 
tion of ~'c increases annually over 
the agency's 1959 billing of $19.25 

• Ketchum. MacLeod & Grove 
predicted that 1960 billings will hit 
$34 million — an increase of about 
17' [ over 1959. 

Foote. Cone & Belding's execu- 
tive committee chairman Fairfax 
Cone berated the major advertis 
ing associations for failing to act 
more positively in wiping out tin 
wrongs done in the name of ad- 

In a vear-end memorandum to the 
agency's Chicago staff. Cone criti- 
sized the 4 A"s. the ANA and the 
A FA for not insisting that advertis- 
ing be free of "unproved claims and 
tasteless promises." 

Agency appointments: The Paper 
Plate Association, appropriating 
$1. 5 million for the next three years. 
to C. J. LaRoche . . . Lady Estheri ■ 
cosmetics, a division of Chemway 
Corp.. billing $550,000. from Dona- 
hue & Coe. to Cohen. Dowd & Ale- 
shire . . . Perfect Circle Corp.. man- 
ufacturer of piston rings and other 
automotive products, to Compton 
Chicago . . . Anialie Division of L 
Sonneborn Sons and Greensburg Di 
vision of I.T.E. Circuit Breaker Co.. 
to Carr Liggett Advertising. Cleve 

Name change: This week. Honig- 
Cooper. Harrington \ Miner. Sai 
Francisco and Los Angeles, becomes 
Honig-Cooper & Harrington. 

New agency: Ernest Fladell and 
Leslie Harris, both formerly wit! 
NTA. have formed Fladell/Harri> 
Advertising, at 352 \^ est 56th St 
New York. 

Admen on the move: Allen Fh»u- 
ton and Jack Rees. elected execu- 
tive v.p.'s of Compton . . . Richart 
Farricker joins Geyer. Morey. Mad 
den & Ballard as executive v.p. . . 
H. Milton Gurwitz. to v.p. o 
Friend-Reiss Advertising. New ^ ork 
. . . Harvey Victor and Edgai 
Rose, named v.p. s of Jay \ ictor £ 


2 JANUARY 196<' 

I] . :: 


exefu I 
oat ths 

n to 

le criti I 

Associates, Newark, N. J. . . . Hal 
)avis, to Sudler & Hennessey, New 
-ork, as director of radio and tv . . . 
Meter deKadt, to market research 
roup head on the Ogilvy, Benson & 
father research staff ... J. Robert 
]onroy, to director of public rela- 
ions for Ross Roy, Detroit . . . 
ames Sage, to account supervisor 
the Los Angeles office of Comp- 

n . . . Lou Perkins, to the radio/ 
production staff of Tatham-Laird 
. . James English, Jr., and Alfred 
-.awton, elected v.p.'s of K&E . . . 
ienry Stoekbridge and James 
Symington, to v.p.'s of Y&R . . . G. 

ouglas Morris, to v. p. of Warwick 

Legler . . . Edward Bodensiek 

ind Irwin Roll to v.p.'s of F&E&R 

nd Bernard Rasmussen, to asso- 

iate media director in the agency's 

ew \ ork office. 

rti?- -3 1 

31* N 

Ik f* 


p 1 


Ale * h 

Typical of the bullish attitude of 
syndicators who have had a suc- 
cessful 1959 is Ziv's attitude in 
'xpanding its sales staff. 

Last week Bud Rifkin, Ziv v.p. 
charge of sales, disclosed that it 
-vould increase its sales staff by 20%. 

There are reportedly 117 men on 

e Ziv staffs at present: this will in- 
rease to a total of 140. 

The sales staff increase will affect 
idl five areas of Ziv's activity: net- 
work, national, resional. syndication 
md re-run l Economee) . 

international: Screen Gems was 
especially active on the international 
front last week. M. J. Frankovich 

.vas elected board chairman of Screen 
ms. Ltd.. the London affiliate, and 
'th Hargreaves was named 
nanaging director. At the same time, 
Lloyd Burns, international opera- 
ions v.p.. revealed that London 
*vould become the focal point of 
Screen Gems' entire European sales 
fforts. Yet another international de- 
elopment at Screen Gems was the 
beginning of a coordinated sales drive 
,or the worldwide distribution of the 
lalf-hour documentary series based 
>n \^ inston Churchill's Memoirs. 

Programs: Will Rogers. Jr., will be 
he host in Crosby Brown Produc- 
ions' syndication of Death Valley 
Days under the title The Pioneers 
Writer-producer Phil Rapp and 

California Studios chief Philip N. 
Krasne have joined forces to pro- 
duce tv film series. 

Commercials: Music Makers has 
completed spots for Lipton Soup via 
\oung & Rubicam: agency producer 
was Paul Blustain. 

Promotion: Jerry Franken, named 
executive director for advertising, 
promotion and publicity of NTA . . . 
Joining the Los Angeles office of XTA 
in the promotion department are 
Sheldon Levine. Jane Kirk and 
Mrs. Gladys Boule . . . Screen 
Gems" Tightrope series will appear in 
a magazine version published by 
Great American Publishing Com- 

P anv - ^ 

Tape: Mobile Video Tapes. Inc., 

of Los Angeles, has appointed Tele- 
vision Communications, Inc., as 

its sales representative in the 11 
Y\ esters states outside the Southern 
California area. 

Expansion: CBS Films has termed 
1959 a vear of expansion. Of special 
importance were five personnel ap- 
pointments: Robert F. Lewine as 
program v.p.. Ralph Baruch as in- 
ternational director. Joseph B. Ir- 
win as business director, Murray 
Benson as licensing director, and 
Robert A. Fuller as publicity di- 
rector, ^e. 

Promotion: Official Films and 
B.O.A.C. cooperating to promote In- 
ternational Detective. 

Programs : 

Screen Gems signed 
with Robert L. Wacks productions 
for two shows . . . ITC's Ding Dong 
School reached its 1.700th program. 

Strictly personnel: 

Bill Sturm Studios appoints Ar- 
thur L. Manheimer midwestern 

representative . . . Terry O'Neill 
joins Governor Television sales staff 
. . . Harold J. Klein elected v.p. of 
business affairs at ABC Films. 

Promotions: Four regional adver- 
tisers will spend $200,000 for con- 
sumer promotion of Ziv's Tombstone 
Territory. They are: Pacific Gas 
and Electric Light Co. : Morning 
Milk: Moulson's Brewery, and Stroy 
Brewing . . . Four Star Television 
received an award from the Los An- 
geles Press Club. 


2 JANUARY 1960 


More than nine out of 10 mid- 
dle-income men listen to radio 
during an average week, docu- 
ments RAB in its latest study on 
this group. 

The report, conducted for RAB by 
Pulse among middle-income men in 
six metropolitan markets, also re- 
veals that they listen on an average 
of two hours per day. with more than 
half of these men tuning in radio 
during morning hours. 

Ideas at work: 

• Radio hitting back : WPTR, 

Albany-Schenectadv-Trov. has been 
waging a campaign against purvev- 
ers of "newso!a M — a term coined by 
the station's editorial staff to cover 
the newspaper practice of filling edi- 
torial columns with free plugs for ad- 
vertisers. Station has been airing edi- 
torials about this practice, and at the 
same time reprimanding the papers 
for their slanted attacks against the 
radio industry. _ — 

• The top 30 newspaper adver- 
tisers in Omaha are being bombard- 
ed bv KOIL with a direct mail and 
personal delivery campaign. Each day 
they've been receiving an item point- 
ing out the stations dominance in 
the area. For example: the first day 
of the campaign models delivered a 
small piece of pie to each of the ad- 
vertisers. The next day. the girls were 
back with the whole pie. and a card 
that said "Opportunity never knocks, 
it broadcasts. So why settle for just 
a piece when vou set the whole pie 
on KOIL." 

• Winners in KYW. Cleveland's 
"Million Dollar Sound"' campaign 
among the agencies: Lee Currlin. 
B&B: Leonard Matthews. Leo Burnett : 
and Jack Bistrow. BBDO. 

• How thev helued during the 
holiday: WKYB, Paducab. Kv.. to 
raise tovs for tots, moved its entire 
studio to a store window in the down- 
town shopping area for full-time 
broadcasting there over a 10-dav pe- 
riod . . . WEJL. Scranton. Pa., aired 
a variety show, complete with gifts, 
refreshments and a visit by Santa, 
for some 200 crippled children and 

• Growing, growing, gone: To 
signify the "Growing sound in town" 
at WTHE. Spartanburg. S. C. sta- 


tion tLj.'fl <;re\v beards. With the 
promotion owr. \\ THE decided to 
ahave them with the oldest razor that 
could be turned up. The winner came 
through with a straight razor dating 
back to 1724. D.j.'s will be shaved 
in the window of a downtown drug 
store as a promotion for Ronson 
Electric Razors. 

Further indications of the trend 
among smaller local am stations 
toward the fm format: WAIT, 

Chicago, heretofore a standard chart 
tune operation, is revising its image, 
\ i.i its new schedule of nothing but 
"beautiful* music. Station's announc- 
ers are being schooled in elocution — 
lowering the pitch of their voices, 
and slowing clown the delivery rate. 

Thisa 'n' data: Ground-breaking 
ceremonies were held last week for 
the new transmitter site for WFYI, 
Long Island, after FCC permission 
to increase its power from 250 to 
10.000 watts . . . The winner: Doug 
Holcomb, director of promotion and 
advertising for WDAU, Scranton, 
Pa., named winner of the S500 first 

prize in the "Du Pont Everyone 
Wins" contest. 

Station staffers: Warren Hull, to 
v.p. of WNOR, Norfolk, Va. . . . 
Robert Tyrol, to v.p. in charge of 
sales at WTIC, Hartford . . . Bob 
DeBardelaben, to general man- 
ager for WLAQ, Rome, Ga. . . . 
William Sehnaudt, to general sales 
manager, WKIVB, West Hartford . . . 
George Allen, Jr., to local sales 
manager for KWIZ, Santa Ana, Cal. 
. . . Ernest Gudridge and Vietor 
Bushong, to v.p.'s of the Air Trails 
Stations . . . Joseph Parsons, to na- 
tional sales manager and Bill Mc- 
Dowell, local sales manager for 
KHJ, Hollywood . . . Louis Wolf- 
son, to v.p. of WFGA, Jacksonville 
. . . Anthony Hartman, to local 
sales manager of WICE. Providence, 
R. I. . . . Duane Shupe, to the 
sales staff at KEYZ, Williston. N. C. 
. . . Terry Mann, to account execu- 
tive at KFI, Los Angeles . . . Wil- 
liam Hoftyzer, to the sales staff at 
KFRC, San Francisco . . . Bill 
Gorman, to the sales staff at 
KFRC. San Francisco . . . Ralph 

Petti, Jr., to sales manager and Rob f 
ert Doherty, to account executive foi 
KROY, Sacramento . . . Claudia 
Bennett, to the sales force of WSWM- 
FM, East Lansing, Mich. . . . Walter 
Stark, to account executive atp. 
WNTA, Newark, N.J. 




Ideas at work : 

• New tv monitoring system 
Henry M. Hume has devised ; 
method for banishing tv bloopers 
This system eliminates the danger- 
of unscheduled bloopers via elec 
tronically storing all camera se 
quences for a second or two befon 
transmission so that the program di 
rector can cut off a camera tha 
picked up an unexpected picture 
Hume has dubbed his device "Goo 

• Support for a tv program 
Colonel Humphrey J. Flack, a syndi 
cated half-hour series about to enc 
its run on WWJ-TV. Detroit, made 
front page news there under the proc 
ding of the city's Crisis Club. Th 
group staged a tongue-in-cheek pre 





Friend of ours who always at- 
tends the sessions in the lec- 
ture halls, starts on the 
Fourth Floor with Production 
Items . . . and works his way 
down to Components on the 
First Floor. Says his feet tell 
him it's easier to come down 
than to go up! And he never 
misses a trick this way. 
Sounds like good engineering 
logic. Why don't you join 
him this year . . . and see if 
it doesn't work for you! 

Show Manage/ 


the place to look for 




Here, in New York City's Coliseum, is where you'll find 
the very latest information about the giant, radio-electronics 
industry's plans for the future. 

Here, you'll rub shoulders with over 60.000 of your fellow 
radio-electronics engineers. Here, you'll see 950 exhibits, 
representative of 80^c of your industry's productive capac- 
ity, covering equipment, component parts, instruments and 
production. Here, you'll hear your choice of more than 200 

papers to be given during the CONVENTION. 

Yes, here — and only here — is your once-a-year chance to 
see and profit by all the NEW IDEAS INRADIO- 
ELECTRONICS. 1960 gathered in one place. Attend the 
NEERING SHOW. Come to the Coliseum! 


Waldorf-Astoria Hotel 


Coliseum, New York City 

MARCH 21, 22, 23, 24 

The Institute of Radio Engineers 

1 East 79th St., New York 21, N. Y. 


2 JANUARY 196< 

est over the program's demise via a 
tu tive foniOO-line newspaper ad. This was 
Uaudiaiollowed-up by several hundred let- 
ters supporting the campaign, and a 
"altetixont page newspaper article describ- 
f « a:mg the problems of Col. Flack. 



*Jew radio/tv group: The W. R. 
Baker Radio & Tv Corp., 

ormed in Syracuse by seven business 
nen. to "engage in radio and tv 
•roadcasting, with strong emphasis 


via elec 
mera se 
sera tha 

>n community service." The group 
Vill apply for the next tv channel al- 
ocated to Svracuse. 

. a s\ndi 

ut to em 
ii mad 




jr fello* 


) ENGI- 





financial reports: Wometeo En- 
erprises' earnings for the 44 weeks 
aiding 7 November are up 31.8% 
iver the comparable period in 1958 
. . Storer Broadcasting declared 
i quarterly dividend of 45^ per share 
! >n its common stock. 

I/hisa n' data: WTCN-TV, Minne- 
ipolis-St. Paul, revealed its new port- 

ible mobile videotape recording unit 
t its annual client-agency cocktail 
arty last week ... George Murphy, 
ippointed tv director for the "Din- 
P flier with Ike" closed-circuit event at 
he Pan Pacific Auditorium 27 Janu- 
ary on the West Coast. 

Sports sales: The National Brew- 

ng Co. has purchased one-third 
ponsorship of the Washington Sena- 
,ors baseball games on WTOP-TV, 
J ashington, D. C. . . . Colgate has 
oined the Kudepohl Brewing Co. and 
Standard Oil of Ohio in the sponsor- 
hip of 53 Cincinnati Redlegs base- 
tall games via WXW-TV, Cincin- 

)n the personnel front: Phil 
Dowan, named director of publicity 
md special events for Metropolitan 
broadcasting Corp. . . . R. Earl 
iigffins, to business manager for 
VJZ-TV, Baltimore . . . Walt Haw- 
home, to merchandising manager 
>f KGW-TV. Portland. Ore. 


GW president H. Preston Peters 
las been re-named president of 
he Station Representatives As- 

Other officers elected at SRA's an- 
lual membership meeting last week : 
.p.. John Blair: treasurer. Eugene 
Catz; secretary. Daren F. McGavren; 

and directors, Frank Headley and 
Richard O'Connell. 

Adam Young, last week, issued a 
study to its salesmen on teen- 
agers, and how much money they 
have to spend. 

Included is a breakdown of what 
they purchase and own. Reason for 
the study: to help "sell" the positive 
side of the teenage radio/tv audience. 

Rep appointments : To John Blair 
& Co., WBBF. Rochester ... To 
Walker-Rawalt, WSWM-FM, East 
Lansing, Mich. ... To the Bernard 
I. Ochs Co., as Southeastern rep, 
WEDR, Birmingham; WMFJ, Day- 
tona Beach; and WFEC, Miami . . . 
To Avery-Knodel, KISN, Portland, 
Ore. ... To B-N-B Time Sales, for 
West Coast reps. KEEP, Twin Falls. 

Rep personnel notes: Robert 
Huth joins the San Francisco radio 
sales staff of The Katz Agency . . . 
Hal Thompson, account executive 
in charge of PGW's Ft. Worth office, 
presented with a gold watch in honor 
of his fifth anniversary with the rep- 
resentative firm. ^ 


(Continued from page 29) 

2. Money market controls have been 
moving in short cycles. Right now 
the money market is tight and in- 
terest rates are high. There doesn't 
appear to be any reason why the 
money market should loosen or 
that interests rates should decrease 
during 1960. In fact, past Federal 
Reserve policy would indicate the 
likelihood of tighter money as 
business upswings during the next 
year. No economy will avoid a 
corrective recession in the face of 
tighter and tighter money con- 
trols — except where wide inflation 
is in progress. Consumer buying 
credit will also tighten. 

3. Farm prices are already a drag on 
the economy: real farm purchas- 
ing power is receding. During 
1960, the continued fall of farm 
prices, in the face of a rising cost 
of living, will begin to produce 
pains in the agricultural sector of 
our economy. 

4. Higher labor costs will result in 
heavier production costs. In 1960. 
we believe that the wage-operating, 
cost-profit ratios will gradually 


2 JANUARY 1960 

erect a barrier, in many com- 
panies, to cumulative expansion. 
5. The U. S. export trade will grow 
less healthy in the year ahead. The 
economic recovery of foreign na- 
tions, it is true, provides us with 
greater markets for our goods. 
However, many of these nations — 
Germany, Japan, Italy, France, 
England, etc. — are underselling us 
(by virtue of their internal 
mechanization coupled with lower 
wages) in world markets. In fact, 
an increasing volume of U. S. im- 
ports from these countries indi- 
cates a growing ability to under- 
sell us in own American market. 

Conclusions : 

1. 1960 will not be a boom year, but 
it is practically certain to be a 
year of wide economic and busi- 
ness expansion. 

2. Broadcasters, tv and radio, should 
have the best year of their lives, 
so far as sales are concerned, 
even though profit margins are 
cut slightly. 

3. Despite the widespread criticism 
of tv, the television industry will 
not only achieve a 10% -11% ex- 
pansion in sales but will again in- 
crease its percentage share of the 
all-media advertising pie. 

4. The political and regulatory phase 
of broadcasting will be the most 
harassing and difficult the indus- 
try has ever faced. In this area, 
the broadcasting industry will, in 
all probability, suffer reverse, but 
of a nature which will not hurt 
the P/L results. 

5. Most radio and tv stations should 
improve their dollar profits dur- 
ing 1960 even though their profit 
margins may shrink slightly. 
Being faced with a prosperous 
1960, smart broadcast operators 
will improve reserves, control ex- 
penses and make plans for a cor- 
rective economic recession in 1961. 

Years of growth and improvement 
are years when farsighted and alert 
management consolidates gain and 
builds for the future. 1960 will offer 
this opportunity to broadcasters. 

During 1960. progressive station 
management will strive to strengthen 
its station's audience position; pro- 
mote and advertise itself into a solid 
sponsor and or agency acceptance 
and. using the effective tool of adver- 
tising, improve its competitive status 
within the market and broadcast in- 
dustry. ^ 



if ontinued from page 31) 

area map, the I . S. appears nol a> a 
li-l of states "i a ranking of metro- 
politan areas luit as a series of con- 
tiguous television markets. 

This is llic \nheuscr Husch concept 
of modern marketing: determining 
which of these massive tv areas to 
nsc. working out media coverage fac- 
tors and shifting the former concept 
of sales and wholesaler territories. 
I ntil si\ months ago, while the new 
product was still emerging as a 
leader, the Busch Bavarian sales had 
been handled b) the Budweiser field 
force. But this year — as barrelage for 
Busch Bavarian mounted on order 
from the salesmen — the new brand 
hired its own salesmen and assigned 
them to media coverage areas. They 
now visit more wholesalers than the 
Budweiser men used to, hut they see 
them less frequently 

The reassignment was predicated 
on Mr. Rcisinger's analysis: "The 
important thing today is not where 
advertising originates: it's where the 
impressions go. The more of them 
that go into your distribution area, 
the more effectively you're spending 
your advertising dollar. 

"Radio and tv, the most effective 
media for telling our story, do not 
confine themselves to geographical 
lines. They cross wholesaler terri- 
t"i ies, even state boundaries, in reach- 
ing out into their effective coverage 

So he explains that Busch Bavarian 
i- broadcast marketed on these three 
new concepts of local advertising: 

1. "We now say that local adver- 
tising is the advertising pressure re- 
ceived within a wholesaler's territory, 
regardless of where the advertising 
comes from." 

2. "We have changed our method 
of selecting areas for new distribu- 
tion. Instead of opening entire states, 
all at the same time, we now select 
those areas that can be most effective 
K covered by advertising without am 
regard to geographical boundaries." 

3. "We are now concentrating our 
advertising dollars in u. which we 
consider the most effective medium 
for telling our story. We now define 
a market not in terms of states or 
wholesaler territories but in terms of 
those areas most effective!) covered 
bj t\ emanating from majoi popula- 
tion centers." 

II ustrates this new approach 

with an example of the newly defined 
Memphis media coverage area. 

"When an advertiser buys time on 
Memphis tv stations, he automatically 
buys coverage of the entire area, for 
the people living in this area have 
no local tv stations. They have be- 
come dependent on Memphis for their 
tv entertainment. Therefore, to get 
maximum value from the dollars we 
spend on these stations, we must take 
our distribution to all wholesalers 
serving this entire area, even though 
geographically speaking, they are lo- 
cated in four different states. To ex- 
tend distribution beyond this area 
would require advertising pressure 
from somewhere else." 

Replacing the traditional rule that 
advertising follows distribution with 
the concept of distribution following 
advertising has resulted in this kind 
of sales success for Busch Bavarian. 

"We have opened more than 50 
major marketing areas in 14 states 
since we launched Busch Bavarian in 
September 1955. In 1958 we doubled 
our barrelage over '57, and in 1959 
we'll double barrelage over '58 to the 
point where our marketing success 
has exceeded our present production 
capacity. Busch Bavarian represents 
the most successful introduction of 
a new beer since the turn of the cen- 
tury, and in just four years ranks 
among the first 20 brands in the 
country in sales." 

The beer, itself, has been sold with 
mood and atmosphere copy rather 
than with descriptions of the product's 
attributes. Much of the reputation of 
the Busch name as a quality beer 
producer has been imparted to the 
new Busch Bavarian. 

The Anheuser-Busch marketing 
concept, says Mr. Reisinger, is the 
same as that which the Corinthian 
Broadcasting Stations group calls 
Tele-Urbia, and he thinks "this per- 
haps more accurately describes this 
new marketing concept." The Corin- 
thian name, analyzes a company 
spokesman, "suggests the urban ori- 
gin of a television signal whose con- 
tour determines the size of a market." 

Whatever the name. Anheuser- 
Busch is in the vanguard of modern 
marketers in tracing its distribution 
pattern to the outlines of the tele- 
vision signal coverage in any given 
sales area. And this is the idea, con- 
cludes Mr. Reisinger, "which has led 
to profound changes in our market- 
ing philosophy and operation." ^ 


(Continued from page 33) 

much the order of the day that very 
few accounts have their own shows 
and don't seem to go all out promot- 
ing a shared star. 

The long road to marketing head 
and membership on K&E's board 
began for Stephens Dietz the night 
his sister sat next to a P&G ad- 
vertising executive at a dinner in 
Cleveland who happened to ask if her 
brother would like to be in adver- 
tising. Dietz promptly applied at P&G 
for a job. This was two years after he 
had been graduated from Dartmouth 
in 1938, summa cum laude, and com- 
plete with Phi Beta Kappa key. Until 
he applied at P&G, he had had ex- 
actly two jobs — one of fairly long 
duration, stretching through late high 
school and through college vacations 
which was helping out on bill col- 
lecting and floor sales in a washing 
machine manufacturing business his 
family had in Cincinnati. The other 
job, after college, was the post of as- 
sistant to the president of Globe- 
Warnecke Office Equipment Co., also 
in Cincinnati. 

Hired by P&G, Dietz started off his 
marketing career by reporting to 
Sharon, Pa., where he tramped the 
streets of the town handing out free 
samples of P&G products door-to- 
door. "Believe me, I met Mrs. Ameri- 
ca in those days," says Dietz. 

Soon Dietz was handling such door- 
to-door crews, and finally — field 
training period ended — he returned 
to P&G headquarters in his home 
town and worked at advertising under 
roof. He was there until 3 February 
1943, on which day his son was born 
and he went into the Navy. "I'm not 
sure my wife has ever quite forgiven 
me or the Navy for that day," he 
says. He came out of the Navy a 
Lieutenant in November 1945, re- 
turned to his job as copy supervisor 
at P&G where he worked on such 
products as Drene, Tide and Oxydol. 

In 1946, he left P&G to become 
assistant ad manager for Albers Mil- 
ling Division (Friskies dog food and 
a line of cereals sold on the West 
Coast) of the Carnation Co. in Seattle. 
When the company decided to move 
to Los Angeles in 1948, Dietz decided 
he didn't want to move along, and 
came to New York instead to join 
Ted Bates Co. as an account execu- 
tive, handled Yellow Blue Bonnet 





! ' 



2 JANUARY 1960 

i shows 

i? head 

SC ai 

mer in 



after be 
id com 
-. Until 
had » 

ite hid 

'ill col 

t of as- 


■u' free 


Margarine and Instant Royal Pud- 
lings. From Bates, he went to Ogilvy. 
Jenson & Mather in charge of that 
igency's marketing activities on all 
products, but primarily on the Lever 
iccount which comprised Good Luck 
vlargarine. Rinso and Dove. 

He joined K&E in 1955 as super- 
isor of the Hudnut and Mennen ac- 
counts, was involved through them 
,n such heavy tv sponsorships as 
Tudnut on Hit Parade and Mennen's 
Wednesday Night Fights. I.K&E was 
;ust awarded the Necco account, a 
leavv investor in spot tv.) A year 
ater. he was named vice president in 
charge of merchandising, the post he 
ield until his recent promotion to 
.zroup vice president, marketing serv- 

Dietz commutes from Mamaroneck. 
N. Y.. where he lives with his wife 
Elizabeth: they have two children: 
Stephens, 16, and Kristin, 9. He is 
a member of the Academy of Polit- 
ical Arts and Sciences, and recently 
Avas elected director of American 
Youth Hostels Assoc, which he be- 
came interested in after his son took 
a Hostels junket last summer. ^ 


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{Continued from page 36) 

adult listening, Sweeney said this: 
"When you measure the daily lis- 
tening habits of adults — the only 
customers that count for anything — 
radio and tv are not too different in 
hours of use. If you don't give a 
damn who is in front of the set. and 
measure simplv on the basis of home 
set use there is a substantial dif- 
ference in favor of tv. But if you are 
interested in adult viewing and in 
adult listening, the differences are 
not major." 

Of summer listening. Sweenev 
noted that 1959 had brought a dra- 
matic reversal in the trend begun in 
1951 when tv began to snatch from 
radio its leadership in total sets 
tuned hour by hour. 

Sindlinger studies in the summer 
of 1959 showed radio clearly ahead 
of tv in adults reached during a 24- 
hour dav, for eight consecutive weeks. 
I Radio was ahead for onlv one week 
in 1958. 1 

In addition to these new develop- 
ments in set sales and listening. 
Sweenev stressed new research studies 
undertaken by RAB and aimed at 
simplifying media decisions. 

"Most promising." he said, are the 
'on target' studies which seek to lay 
down a radio pattern to reach the 
known buver of a commodity, rather 
than just a listener of a certain type." 

"For example, some families are 
heavv buyers of canned fruit, rarely 
buv frozen fruit. Does the purchaser 
of such specific grocery products have 
a specific listening pattern? The 
answer apparently is "yes — and there 
is reason to believe this pattern may 
repeat itself from market to market." 

"How dramatic this pattern can 
be is illustrated by the canned milk 
studv we recently received. In a 
market where dozens of stations are 
available on the dial, a single station 
reaches half of all canned milk buyers 
during its Monday through Friday 
morning schedule alone, and 40% of 
all buyers with its afternoon sched- 
ule. The combination of two stations 
in this huge market reaches virtually 
all buvers of canned milk. ' 

Turning to another phase of the 
RAB media-simplication studies. 
Sweenev outlined new "listening pat- 
tern'" research — what single working 
women listen to and when and where, 
the same facts for married working 
women, housewives, middle income 


2 JANUARY 1960 

Sweeney cited several examples of 
important conclusions to be derived 
from them including the following: 

a) The best combination to reach 
people who spend their dav outside 
the home is a combination of early 
morning and early evening spots. 
For example, a spot at 7 a.m. and 
one at 6:30 p.m. is a better combina- 
tion to reach middle income working 
men than two morning spots — 7 a.m. 
and 7:45 a.m. 

b) To reach the lady who stays 
at home the period after 8 a.m. is 
better than earlv morning. Times 
like 9 a.m.. 10 a.m., 2 p.m., 3 p.m. 
show better in total housewife audi- 
ences than the so-called prime times — 
7-8:30 a.m. and 4:30-6 p.m. 

c) "Generally speaking a less ex- 
pensive combination than morning 
and evening drive times reaches more 
of the kind of folks you nant to reach 
— at a considerable saving to the 

"This new pattern of targeting lis- 
teners and of combining times more 
scientificallv to increase total reach 
— when combined with radio s rapid 
expansion and its inexorable taking 
over of three places to listen for 
every place it had a decade ago — 
this pattern is what will assuredly 
make radio the major medium for 
many brands in the 1960s.*" says 

Sweenev concluded his RTES re- 
marks bv referring to the current 
wave of investigations now plagueing 
broadcasting, told the timebuying 
group. "Through a large part of 
1960 there will be an invisible partici- 
pant in everv conversation you, as a 
buver. have with broadcasters. 

"The invisible participant is going 
to be the stations Washington coun- 
sel, the one who helps him get and 
preserve his license. Both are a lot 
less likely to see it your way in 1960 
than in 1957 or 1958. Broadcasters, 
both radio and tv. are going to be 
supercritical of many product claims 
and even more alert than they have 
been to serving the public first and 
the advertiser second. I mention this 
because it is important for you to 
know that the complete climate in 
which radio operates has been 
changed materially. Radio will be 
occupied protecting itself for several 
months. We hope you will not forget 
us while we are busy in this direc- 
tion. ' "^ 


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Tv and radio 


Robert D. Wood has been named v. p. of 
CBS TV Stations Division, and general 
manager of KNXT, Hollywood. He has 
been general sales manager for KNXT and 
the CBS TV Pacific Network since 1955. 
Prior to that, he was an account executive 
with CBS TV Spot Sales in New York. 
Wood has been associated with the network 
since 1949. following his graduation from 
the University of Southern California. He was sales service manager 
for KNX: acct. exec with KTTV: and then acct. exec for KNXT 

Charles R. Hook, Jr., executive v.p. of 
Kudner for the past four vears. has been 
elected president of the agency. He suc- 
ceeds C. M. Rohrabaugh. who was elected 
chairman of the board and chief executive 
officer. Hook joined Kudner in 1955 as 
executive v.p.. after resigning his post as 
Deputy Postmaster General. Before that, 
he was v.p. in charge of personnel for the 
Chesapeake & Ohio Railroad. Also elected: Robert Watson, senior 
v.p.. to executive v.p. of Kudner. He was formerlv chmn. of EW R&R. 

Harold J. Klein has been appointed v.p. 
in charge of business affairs for ABC 
Films. Inc. He joined the company in May 
of this vear as a N. Y. acct. exec and as 
assistant to the president in business affairs. 
Prior to that. Klein was exec v.p. of JJ 
Theatres of New York, which he joined as 
film buver in 1941. In his new post. Klein 
will be responsible for contract negotiations, 

will serve as chief liaison officer with producers for ABC Films. 

Extra-curricularlv he is a member of the Variety Club of New \ork. 

Walter Nilson, tv sales manager of The 
Katz Agency, has been elected to the rep 
firm's board of directors. He joined Katz 
in 1917 as a member of the Chicago sale- 
staff, and was named tv sales manager two 
vears ago. From 1946-17. he was western 
radio sales manager for J. P. McKinney 
Co. Nilson began his broadcasting career 
will. \\T\T. Hartford in 1937 as an an- 
nouncer and then salesman. He served as a major in the Army 
duriuu World War II. Nilson will continue as tv sales manager. 


2 JANUARY 1960 

. . in the Land of Milk ancCKpney! 



Frankly, our Wisconsin farm families are distinguishable today only 
by their added incomes! This is truly the bountiful Land of Milk and 
Money. Thousands of big dairy farms . . . scores of clean small cities 
. . 400,000 families enjoying CBS-ch. 2 television. 


2 JANUARY 1960 

frank talk to buyers of 
air media, facilities 

The seller's viewpoint 

Do you adhere strictly to the "Standard Metropolitan Area" concept? J. Robert 
Covington, r.p. of research and promotion. Jefferson Standard Broadcasting 
Co., points out that this guide is not infallible and should not be used as a 
yardstick by which to measure markets. Covington notes, too. that the Standard 
Metropolitan Area was devised by the government as ''a unit for the collection 
of statistical data." and thai it recently changed its name to Standard Metro- 
politan Statistical Area, in .order to more accurately define its objective. 

Don't let SMSA 'do you in' 

^conversations with advertising people and articles in 
trade magazines make us wonder if the word "market" 
may he the most used and most poorlv defined term in 
advertising today. 

Obviously, an advertiser must have some concept to 
guide him in appropriating to various sections of the coun- 
try the money made available for a specific advertising 
campaign. Too often, those responsible for breaking the 
total appropriation down by marketing areas take the easv 
wa\ by using lists based on Standard Metropolitan Area 
rankings instead of making their own market analyses. 

There are three major reasons win Standard Metropoli- 
tan Vreas are not an infallible guide to effective marketing. 

First. Standard Metropolitan Areas are tied to countv 
lines. Excepl in New England, all Standard Metropolitan 
Area> consist of one or more ic-hole counties. These coun- 
ties var) sharply in total land area. For example. Mecklen- 
burg (N.C.) County in which Charlotte is located con- 
tain- 552 -quare miles; the county in which San Bernar- 
dino. California, is located contains 20.031 square miles. 

Second, there is an enormous variation between states 
as to the percentage of total state population living in 
Standard Metropolitan \reas. The percentage ranges from 
ovei 9795 i" Massachusetts down to zero in four states 
that have no Standard Metropolitan Areas. In approxi- 
mately half of the states, less than 509? oi the population 
lives in Standard Metropolitan ^reas. 

I hint, the current criteria for adding counties to exist- 
"Man.lard Metropolitan Areas depend on "commuting 
workers" almost to the exclusion of all other criteria show- 
the relationship of people in the "outside" counties to 
the central city. A central citv ma\ have a tremendous in- 
flow of people from the outside area for shopping, enter- 

tainment, medical service, transportation and scores ol 
other services; it may have a densely populated contiguouj 
area extending into several other counties: but if the pe<: 
pie in the contiguous areas don't come into the central citj 
to work, the other relationships are ineffectual in brim 
ing them into the Standard Metropolitan Area. 

Actually, the Standard Metropolitan Area was never c^ 
signed as a marketing tool. It was, and still is, basicall 
designed as a unit for the collection of statistical data H 
the government. It is my opinion, based on many discuj 
sions with people responsible for defining Standard Metn 
politan Areas, that thev are still a little bewildered by tlJ 
way a few marketing men have clutched Standard Me| 
ropolitan Areas to their bosoms and made them the "be al 
and "end all"' of market selection. 

This would certainly appear to be one reason why t 
Bureau of the Budget has recently added the word "Stat I 
tical" to "Standard Metropolitan Area." In their ow 
words. "The term 'Standard Metropolitan Area" has b 
changed to "Standard Metropolitan Statistical Area' in 
der to describe more accurately the objective of the defiij 
tion. That objective is, ". . . to utilize the same boundarij 
in publishing statistical data useful for analyzing meti 
politan problems." 

Lest anyone think that he has discovered a hidden n 
tive for this little diatribe, let us clearly confess that we 
Charlotte think that the Standard Metropolitan Area c< 
cept has "done us wrong." "Wrong." understand, but i 
"in." The majority of marketing men is inclined to sc 
at the idea of appropriating money for Charlotte on t 
basis of its Standard Metropolitan Statistical Area rankin 
Yet a few have still to see the light. It is to them that 
throw the challenge. 11 







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What we hope for in I960 

In our lead article in this issue (page 27), Richard P. 
Doherty, well-known broadcast business consultant, outlines 
the prospects for radio and tv during the next 12 months. 

His thoughtful analysis of business conditions and their 
meaning to the air media makes fascinating reading, and his 
predictions of dollar volume gains for both tv and radio will 
be cheering to everyone. 

But, over and beyond the facts of increased advertising 
revenues and greater industry prosperity, there are certain 
things we hope will happen in 1960. 

In radio — we hope that radio men will forget intramural 
squabbling, and station-against-station selling, and will con- 
centrate on promoting the over-all image of radio itself. 

Radio as a medium has not been placed in proper per- 
spective for advertisers and for the public during most of 
the past 10 years. Its tremendous vitality, its extraordinary 
personal appeal, its power and importance in American com- 
munity life have too often been overlooked, or underplayed. 

In television — we hope that the industry will rebound 
sharply from the scandals, hearings and investigations that 
made 1959 tv's most turbulent year. 

We hope that tv men will demonstrate by their actions — 
in programing and tv practices — that it was a good thing for 
the medium that all the unpleasantness happened, and that, 
though much of the criticism was unfounded and unfair, it 
spurred the industry to even greater heights. 

And for agencies and advertisers — we hope that 1960 will 
see a greatly accelerated trend toward more qualitative meas- 
urements for both radio and tv. 

There is evidence that more and more clients and agency- 
men are looking for the "facts beyond the ratings." 

We hope that 1960 will see great strides in this direction, 
for such an attitude is the healthiest possible one for both 
advertising and the air media. 

THIS WE FIGHT FOR: Support for organ i- 
zations in radio /tv which are striving to in- 
crease the prestige of the media. Confidence 
and respect are the industry's greatest assets. 


Post-Yule: Stories heard or over- 
heard at office Christmas parties — 

A male robin was berating his 
mate over the fact that he found in 
their nest of robin's egg blue eggs, 
one that was speckled brown and 
white. ''Don't get so excited." said 
the she-robin. "I onlv did it for a 

Two beatniks were walking down 
the street when one suddenly threw a 
fit. "Go, man, go!" applauded his 

Robin Hood: At WFBM-TV. Indian-I 
apolis, personality John Totten hac 
as a guest on his Hollyuood House] 
an archery expert. After watching 
the expert demonstrate his skill with 
a bow, Totten decided to try his own 
hand. The arrow missed the target, 
crashed through three scenery flats 
and the glass pane of the control 
room. And where uas GardoVs "In- 
visible Shield"? 

Sustaining: The son of an agency 
account exec was being baptized. 
"Who stands as the sponsor of this 
child?" asked the clergyman. "I had 
no idea that this was for television,' 
said the father. — Frank Hughes. 

Swap: Tv Guide reports the follow- 
ing ad in a Madrid magazine: "Would 
like to trade beautiful shady ceme- 
terv plot for tv set in good condi- 
tion." Our set is a 21-incher: icfw 
size is the plot? 

Encore: Blair-TV's Bill Vernon did 
it again. Last Christmas, he spon- 
sored a 30-minute play on WBAI-FM. 
NYC. This year, his greeting was ,i 
recording which could be heard b\j 
dialing PL 3-0052. Next year a spot 
tv spectacular? 

Explained: Communique from Gent 
Deitch Associates, tv commercial pro-j 
ducers. attempts to explain the "Ndbl 
bish" I Herb Gardner's popular car 
toon character). "The \ebbish is not 
merelv a nobody. He is a spectacular 
nobody. He is a being complete! 
without status. When a Nebbish enJ 
ters a room, you have the feelin 
someone has just left." 

Definition: We should be the last t 
repeat it — but we're only reporting! 
Gag definition of advertising 
"85% hokum, 15% commission." 



2 JANUARY 196! 


l-P ' :. 



Take TAE and See 

hefty, hearty sales-builder in the growing Pittsburgh 

GiTCWiY t 

W'7"' r E 

big mimmj ih Pittsburgh 


^\ /* 







.and Rockford, too ? 

Yes, the prudent buver knows that WISC-TV at 
Madison, Wisconsin has the tallest tower in the state, 
bringing service to 378,310 TV homes m thirty-two 
counties in Wisconsin, Illinois and Iowa. For instance, 
in the Rockford area, WISC-TV now carries 25 out of 
38 nighttime CBS Network programs exclusively. 






\< Represented Nationally by 
v Peteri. Gtiffin Woodward. Inc 


40< a copy • $8 a yaar 



Noic— first in Pennsylvania's third largest 
market with hig/iest quarter-hour ratings. 

16% mere homes reached than tlie second station. 

18% more than the third, station Share of Sets-ln-Use* 



oat of 



Station X 


Station Y 



'9 AM to 12 MIDNIGHT, Sunday through Saturday, Tour-Week Summary, ARB, Nov. '59 



No, say experts, but 
1960 will move away 
from ratings, toward 
more depth in findings 

Page 29 

Five timebuyers. 
five agencies, 
500 problems 

Page 32 

The case of 
the purloined 

Page 36 

They're not 
running away 
from tv! 

Page 38 


When KSTP-TV says 

go out 
buy it! 



100,000 WATTS • NBC 


Like the immortal riders themselves, one PONY EXPRESS episode picks up where 
the last one left off. Running skirmishes with Indians, bushwhackers, and the forces of 
nature over a 1,966- mile trail provide compelling action for scene after scene, episode 
after episode. The gripping dramas of PONY EXPRESS nave no nee d for contrived 
situations. Their springboard for action and reality is indelibly inscribed in the history 
of the West. HBO Television Films, A Division of CNP California National Productions, Inc. 


Tall T\ towers are fine when located 
t<> genre people instead of pines, 'pos- 
sums and porenpines. The WSPA-TV 

lower located on Paris Mountain, 3 
mile- from Greenville, i- at the very 
bearl of the industrial Piedmont. With 
it- 12 bay RCA antenna 1182 feet 
above average terrain (2209 feet above 
sea lex el) WSPA-TV serves 1.500,000 
with a saturation signal. 





CBS in Springfield, S. C. 

Nationol Representatives 

© Vol. II. No. 2 » 9 JANUARY I960 













Is numbers research on the run? 

Raw ratings aren't on the way out, hut fast giving way to more qiK 
tative research. New trend is to a much broader analysis of figu: 

Five diaries of five timebuyers 

How timebuyers in five agencies tackled a sing'e day's client proble 
provide clues to what the big buying problems may prove to be in 19 

Koehler scores with two-second tv spots 

Here's how a regional brewery u-ed two-second tv time signals 
get more frequency, impact and copy flexibility in its tv schedul 

Case of the purloined puppet 

How a cartoon character from a WBT. Charlotte, N. C. ad in SPO?i 
tinned up suddenly for station K-POI in the daily Honolulu Adierti 

They don't run away from tv 

Some five million people will visit South Florida in 1960. They will spe 
about §625 million, but won't deceit tv. New \\ TYJ tourist and tv stu 


Is area confusion fouling up radio buying? 

Adam Young agency poll finds most want Advertiser Areas to repla 
other measures; shows up to six coverage areas in use for major mark J 

'Folksy, deep, gravel-toned' 

Kansas City merchant Mage Magers delivers own radio spots, builds re] 
ability image; expands neighborhood operation to city-wide enterpri 

How to get druggist, banker, grocer on tv 

KMTY. Omaha, took advantage of SAC move to area eight years agjo 
sell in-titutional programs to local merchants: finds results still paying 


56 Film-Scope 

24 49th and Madison 

60 News & Idea Wrap-Up 

6 New-maker of the Week 

60 Picture Wrap-Up 

48 Radio Results 

72 Seller's Viewpoint 

44 Sponsor Asks 

14 Sponsor Backstage 

58 Sponsor Hears 

19 Sponsor-Scope 

74 Sponsor Speaks 

12 Spot Buys 

74 Ten-Second Spots 

lO Timebuyers at Work 

70 Tv and Radio Newsmakers 

55 Washington Week 


Member of Business Publications 
Audit of Circulations Inc. 

SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation an 
Advertising Offices: 40 E. 49th St. (49 & Madison) New York 17, N. Y. Telephone: MUrn 
Hill 8-2772. Chicago Office: 612 N. Michigan Ave. Phone: Superior 7-9863. Birminghai 
Office: Town House, Birmingham. Phone: FAirfax 4-6529. Los Angeles Office: 6087 Sunsi 
Boulevard. Phone: Hollywood 4-8089. Printing Office: 3110 Elm Ave., Baltimore 1 
Md. Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countries $9 
year. Other Foreign countries $11 per year. Single copies 40c. Printed in U.S.A. Addre 
all correspondence to 40 E. 49th St., N. Y. 17, N. Y. MUrray Hill 8-2772. Published week 
by SPONSOR Publications Inc. 2nd class postage paid at Baltimore, Md. 

1 1960 Sponsor Publications Inc. 


9 JANUARY 1961 



11(1! uj. 

fVith malice toward none; with charity for all; 
vith firmness in the right, as God gives us to see the right, 
let us strive on to finish the work we are in. . . 


got around to asking a wise man what he 

thought of the present state of confusion in the 

radio and television industry. In time of crisis 

e only counsel of any value is the counsel of wisdom. 

We ask your forgiveness and we ask the forgiveness 

IT Abraham Lincoln for reaching so high for guidance. 

His words, although spoken about a far greater and 
, ore significant crisis, seem so relevant that we wish to 

I Til 

call them to you. Like almost everything Lincoln said, 
ese words have universal application. Here is advice for 
lie American public; a reminder that institutions are bigger 
in the individuals who comprise them — a reminder to 
e television industry to be firm in the right and to get to 
>rk on the job that must be done. 

Maybe you're thinking that Abraham Lincoln was too 
ich of an idealist even to be quoted in this sorry cir- 

Just remember that he was a human being too, who 

ilieved that human nature never changed. He said, of the 

n who would be involved if there were another crisis, 

we shall have as weak and as strong, as silly and as 

e, as bad and as good." 

The great institutions of Western culture did not evolve 
sweetness and light like flowers in the meadow; they 
veloped through centuries of struggle, tears, agony, cal- 
iny. and bitterness. 

Let us, for the moment, focus on our field of entertain- 
nt, information, and advertising. 

It was only at the beginning of this century that "yel- 
v journalism" was the shameful scandal of the day. Pub- 
hers of great metropolitan newspapers were vying with 
h other in spreading big black false headlines across 
:ir front pages, blatantly deceitful — - in a mad scramble 
see who could sell the most papers and forget about the 
lies. Some of us in the advertising business can remem- 
• the days when a man's name had to be Ananias before 
could get a job as circulation manager of a newspaper. 

Look at the newspaper industry today — a great, vital 
ce on the American scene, respected by readers and 

ic.j Iv -In 








Second I nan (jural Address 

advertisers alike. After a long, shocking and sometimes 
entertaining history of the antics of many boisterous scala- 
wags, the newspaper business has grown up. 

Or let's talk about the circus. There was another great 
American institution. Let's talk about that genial old slicker, 
P. T. Barnum. There was a character ! But the circus isn't 
dying because people were outraged when they found out 
that "THIS WAY TO THE EGRESS" merely emptied 
Barnum's tent and had nothing to do with the female of 
the species egr beavr. The circus is disappearing because, 
as an institution, it no longer fits into the new culture pat- 
tern. Children can't get excited about a man being shot 
thirty feet into the air from a dummy cannon when in 
their living rooms men are shot to Mars in the flick of a 

Or let's talk about women. They're still here as an 
institution (God bless 'em) despite the fact that for thou- 
sands of years they have been tinting and lacquering them- 
selves to conceal what they really look like. We think they 
have survived as a part of our culture for far more basic 
reasons than the magic of perfumes with naughty names. 

Also we think it's a pretty safe bet that when we build 
the first skyscraper on the moon, the history of the human 
race in the capsule inside the cornerstone will not begin 
"There have been an awful lot of lousy guys in the world." 

Yes. Mathematicians and philosophers notwithstand- 
ing, we believe that, as far as an institution is concerned, 
the whole is greater than the sum of its component parts. 

Now we'll focus down sharply and say what we want 
specifically to say. We have said it before but we want to 
say it again so you'll know we haven't changed our mind. 

We like all kinds of advertising. We like newspapers. 
We like magazines, radio, outdoor. Each has its specific 
place and each fills it well. 

We have said it before and we say it again. We like 
television. We believe it is the greatest entertainment, infor- 
mation, and advertising medium in existence and that, with 
full awareness of the responsibility that goes with stature, 
it will grow and mature into even greater effectiveness with 
each passing decade. 

what do you think? 

Edward Petry & Co,, Inc. 




Radio and Television Station Representatives 


This advertisement appears in full pages in The New York Times, Chicago Tribune, Washington Post and The Wall Street Journal) 


•ONSOR • 9 JANUARY 1960 5 

to the 


JV^ witli WPTA 

Covering over 

200,000 Homes 

in Northeast 

Indiana and 

Western Ohio 

with these TOP 

rated local 


Romper Room 

lln Little Rascals Club 

Fun n Stuff with Popeye 

Evening and Morning 

Promenade 21 

Club 21 Dance Show 

Sports Desk 

Shock with Ainsworth 

Movies — featuring Fort 
Waynes largest film 
library: 20th Century- 
Fox, David Selznick, 
RKO, Republic, 
J. Arthur Rank, 
and Screen Gems 


I _Jtik I lie man from 



WPTA ru,/21 

of the week 

Longevity is a rare word in the vocabulary of advertising. 
Yet this past week, two notable milestones were marked by 
ISeedham, Louis & Brorby, distinguished Chicago advertis- 
ing agency: on 2 January, the agency became 35 years old, 
and on that same day Maurice H. ISeedham observed his 35th 
year as its president. Today, the ever-growing, agency is bill 
ing $38.5 million annually, of which 51% is in broadcast. 

The newsmaker: Maurice H. Needham has been an icono 
clast and an independent thinker for most of his 70 years. A pro- 
ponent of diversification rather than specialization since his college 
days (U. of Wisconsin, 1910), in an economic and advertising era 
when the latter is the pattern, he continues as the active head of an 
agency organization which now numbers 335 persons. The staff, a? 
well as the billings, contrast with the agency of 35 years ago. 

In 1925, Maurice H. Needham Co. sprang into advertising existence 
with three persons and a billing of $270,000. It has outlasted many 
of its kind and has unusual staying power with many of its clients. 

Johnson's Wax has been an account for 30 years: Kraft Foods. 
25 years; State Farm Insurance, 20. The accounts are varied, but 
the roster is in line with strong convictions of the agency president. 
He disallows any alcohol or cigarette clients, and he voluntarily 
withdrew the agency names from the four finalists contending for 
Ford's Edsel account. Why? Because NL&B has never chopped 
personnel as a result of account switching, and adding some 100 
persons for Edsel involved the risk of subsequent layoffs. 

Among other distinguishing features of the operation: every male 
employee gets $100 at the birth of a child; anyone getting married 
and leaving the agency gets $20 — staying, an extra week's paid vaca- 
tion; all employees get three weeks' vacation after four years; those 
qualifying for profit sharing receive an average of 10 c r of their 
salary annually; all stock is owned by employees (with some 30% 
by Mr. Needham I , and it reverts to the agency rather than to heirs: 
during the war, servicemen received the cash difference between 
their agency salary and that paid by the Armed Forces. 

Maurice Needham and his wife, Ray, live on a 60-acre estate in 
Woodstock, 60 miles from Chicago, but also maintain a town apart- 
ment. He reports to work daily; she, several times weekly to over- 
see decorating and furnishing of the NL&B offices. NL&B occupies 
the three top business floors in the luxurious new Prudential Sky- 
scraper on Chicago's lakefront. 

In Woodstock, Mr. Needham maintains a special room which he 
calls The Cave, and uses as a hideaway for the indulgence of his 
special hobbies: collecting memorabilia of Ulysses S. Grant and the 
Civil War. He uses it, too, as a strategic post from which to study 
wildlife, especially birds. A writer, he is involved with his disserta- 
tion on the complete man, whom he describes as a person who is 
broadened in all fields, in particular the arts and sciences. ^ 


9 JANUARY 1960 



How to build more 
effective TVcommercials 

In actual TV tests, the Good Housekeeping Guaranty Seal 
increased commercial effectiveness 20% . . . 27% . . . 307c . . . 52% . . . 

Recently the Schwerin Research Corpora- 
tion, whose clients include leading networks 
and advertisers, tested the commercials 
of several major TV advertisers, then 
re-tested them with the addition of the 
Guaranty Seal. 

RESULT: Commercials with the Seal showed 
an average increase in effectiveness of 32%. 

Increases due to addition of Guaranty Seal 

Appliance A 20% 

Breakfast Cereal B 27% 

Cosmetic C 30% 

Prepared Mix D 51% 

These facts demonstrate once again the 
cumulative confidence that has been built 
up in Good Housekeeping and its Guaranty 
Seal over 75 years. 

There are some products and some claims 
that may never earn our Seal, or the sales 
influence it enjoys among 40,930,000* 
women. But if you make a good product, 
and want to sell it with conviction, let us 
show you the Schwerin results and discuss 
how that selling influence can go to work 
for you now— an TV, and everywhere. 

Good Housekeeping 


"Crossley, S-D Surveys, Inc. 

9 JANUARY 1960 







KJEO-TV— ABC for Fresno, Califor- 
nia's SOOO.OOO.OOO market— stepped 
up its metropolitan Nielsen rating a 
full 10$ in its December 1959 sur- 
\e\ over the corresponding 1953 
period. ">2'< of the audience 6 to 9 

p.m. 33 r r of the audience 9 p.m. 

to midnight. 

In contrast, one of the other two sta- 
tions in the market showed a static 
position with 1958. the other a de- 

Your HR representative will help you 
act your share of the stepping out 
and stepping up TV buy for 1960 — 
KJEO-TV, Channel 47. Fresno. 

J. E. O'Neill — President 

Joe Drilling — Vice President 

and General Manaper 
W.O. Edholm — Commercial Manager 
See your H-R representative n'n400€ 



Editor and Publisher 

Norman R. Glenn 

Elaine Couper Glenn 
VP-Assistant Publisher 

Bernard Piatt 

Executive Editor 

John E. McMillin 

News Editor 

Ben Bodec 

Managing Editor 

Florence B. Hamsher 
Special Projects Editor 

Alfred J. Jaffe 

Senior Editors 

Jane Pinlcerton 
W. F. Miltsch 

Midwest Editor (Chicago) 

Gwen Smart 

Film Editor 

Heyward Ehrlich 

Associate Editors 

Pete Rankin 
Jack Lindrup 
Gloria F. Pilot 
Ben Sefr 

Contributing Editor 

Joe Csida 

Art Editor 

Maury Kurtz 

Production Editor 

Lee St. John 

Readers' Service 

Lloyd Kaplan 

Editorial Research 

Barbara Wiggins 
Elaine Mann 


Eastern Office 

Bernard Piatt 
Willard Dougherty 
Joe Neebe 
Robert Brokaw 

Southern Manager 

Herb Martin 

Midwest Manager 

Roy Meachum 

Production Manager 

Jane E. Perry 


Allen M. Greenberg, Manager 
Bill Oefelein 


S. T. Massimino. Assistant to Publisher 
Laura Oken, Accountinq Manager 
George Becker; Rita Browning; 
Charles Eckert; Wilke Rich; Irene Sulzbach: 
Flora Tomadelli; Betty Tyler 


than you think 

Hot Springs beats cities twic- 
its size in general merchandise 
sales, in drug store sales, ir 
apparel store sales 

Tourists and vacationers swe 
its population all year long . . 
and spend ! Reach them ove 
the "sell" station. Enjoy to; 
ratings, too. 



5000 watts at 590 kc 

Rep: NY-Clark; Chicago-Sears & Ayer; 
South-Clarke Brown 





of Whirl-Wind 
sales action 


NEW YORK DE 5-1600 

*10:00AM-5:30PM "5:30PM- 10:00AM 


" : ; 

To Get to 



Houston, Dallas, Los Angeles — 
rich markets, yes. But they pale in 
power compared with Baton Rouge. 
Louisiana's second market in size is 
first in effective buying income per 
household. To blanket the buyers, 
buy two in Louisiana — one for 
size, and 2 in Baton Rouge for 

,BC[/\| NBC 


Buffalo, N.Y. 




Albany-Troy, Scher 

lectady $6420 

Houston, Texas 

$6310 1 

Los Angeles, Long 

Beach $6306 

Dallas, Texas 

$6229 I 

Ufica-Rome, N.Y. 

$5930 H 


$5796 H| 




t^.\ai c p . 1 <-./-. 1 px po\a/rr inn rinn wiTT? 

* Source of all figures for these Metropolitan areas: SM Survey, 1959 
Effective Buying Income per household. 



POPULATION 3,179,000 

FOOD SALES $541,043,000. Ex- 
ceeds the twelfth metro market. 

DISTRIBUTION Most food sold in 
the WPTF market is distributed from 
Raleigh warehouses (A & P, Colonial 
Stores. Winn Dixie and Piggly Wiggly 
serve 215 supermarkets from Raleigh). 

Twelve major wholesalers and jobbers. 
1 7 food brokers, representatives of 
most major food manufacturers, plus 
offices and warehouses or processing 
plants for Swift & Co., Armour. Wil- 
son Co., Kraft Foods, Jesse Jones, 
Continental Baking, Ward Baking, 
American Bakeries, and many others 
are in Raleigh. 

the only single mass medium that 
reaches all of this major food market. 
Over 50% of the homes in the area 
listening to WPTF (NCS#2). 



Dorothy Classer, Kastor, Hilton. Chesley. Clifford & Atherton, In< 
New York, looks forward to visits from personable station me 
"Here comes the station manager from the fourth-rated operation 
' Anvtown' making his New \ ork calls. 'Tell ya what I'm gonna d< 

Tm Honna she 

says he. opening his attache case with a flourish 
you the greatest set of ratings ever 
done by my interviewers. Com- 
pletely objective and impartial. 
These three other stations don't 
even show. And look at these 
headlines in the hometown month- 
ly. Why. since Johnny J., the com- 
petition's morning man went to the 
doctor, he's lost an entire segment 
of his audience. It may not show 
in this Pulse, but wait till next 

That's because we don't have your 
entire budget. Increase your budget and we'll include you in ot 
new merchandising plan. Postcards are sent to our complete list c 
two wholesalers and we place shelf talkers in the Main Street dru. 
store. Whv advertisers have been known to skip spots on-the-air b^ 
cause merchandising is more valuable . . . Oh. to be a space buyer! 

Dave Zoellner, Cunningham & vValsh, Inc.. New York, feels the 
the timebuyer must know his product and its channels of distribi 
tion. "A knowledge of the product means more than recognizir 
the label on the can. The buyer, when possible, should attend clien 
agency meetings to get to know the background of the product an 

understand its values. This ii 
formation is doublv significant re 
j^f^fe^ ative to the product's channels 

distribution. Any successful cam 
/' paign attempts to fulfill the client 

10**. «%] sales objectives. Now, it's oftei 

most important for the client t< 
sell the wholesaler, distributor an: 
the retailer before he can sell thi 
consumer. It's obvious that thi 
cans have to be on the dealer : 
shelf before the consumer can pui 
chase them." Dave points out tha 
there's a difference between selling to the man who sells to the cor 
sumer and dealing directlv with the buying public. "Ratings aren i 
quite as significant as usual, and merchandising support is more oi 
a factor. Remember, that the audience you're after is selective as we 
as quantitative. Timebuying and marketing are interdependent. 


Important notice to Time Buyers in 




on in a 

reel dm 
the-air k 
t baver 

f di-trit 

end clia 
odnct at i 

His i i 


the clienl 

it's oft 
■ client W 

i that H i 
ie deak 1 
lt > out th* 
to the «* 
ins ^ 

lift l 



as well as 






and Seattle: 

ACldlTl lOUng is now the man to see when you 
want the best buys in Baltimore and Richmond! 


iv r— i Richmond: 

' f 3 1 ? Tom Tinsley, Presic 
V Irvin Abeloff, Vice I 

Radio Baltimore: 
Tom Tinsley, President 
R. C. Embry, Vice Pres. 


Radio Richmond: 

Tom Tinsley. President 

Harvey Hudson, Vice Pres. 

>THER NATIONAL REPRESENTATIVES: Select Station Representatives In New York, Baltimore, Washington and Philadelphia 

Clarke Brown Company in the South and Southwest. 



National and regional buys 
in work non or recently completed 




6 a.m. to 6 p.m. 
... as compiled by 


ff _ 



and FIRST in 
HOOPER, too! 

morning and afternoon 



5000 Watts • B60 KC 







McCormick & Co., Inc., Baltimore: Placements for it? teas start 
18 January in East Coast markets. Schedules are for day minute-. 
run for four week?. Bu\er: Sally Reynolds. Agency: Lennen & 
Newell. New York. 

Lydia E. Pinkham Medicine Co., Lynn, Mass.: Going into about 
69 markets second week in January with schedules for its vegetable 
compound. Campaign is 15 weeks: daytime minutes. Buyer: Bob 
Turner. Agency: Cohen. Dowd & Aleshire. New York. 

Swedish Shampoo Laboratories, New 1 rk: Campaign kicks off 
this month for Blondex Shampoo in roughly the top 20 market*. 
Daxtime and traffic minutes, light frequencies, are being scheduled 
for 26 weeks. Buyer: Dick Jones. Agency: Firestone A. A.. N. Y. 

Liggett & Myers Tobacco Co., New York: A campaign for L&M 
cigarettes begins 18 January in the top markets. 10-week schedules 
are being bought using traffic and dav minutes and chainbreaks. 
Buyer: Joe Devlin. Agency: Dancer-Fitzgerald-Sample. New "\ 
Northwest Orient Airlines, St. Paul. Minn.: Buying in all of their 
14 markets for a January start. Schedules are for 26 weeks. Buyer: 
Ben Leighton. Agency: Campbell-Mithun. Minneapolis. 
Red Star Yeast & Products Co., Milwaukee: L sing a major radio 
campaign for the first time for Red Star yeast. About a dozen mar- 
kets are getting morning schedules for a January start. S ts -:ress 
the superior qualitx of home baked foods over ready mades. Buyer: 
Mary Ann !)■ ss. ^gencj : \\ in. A. Krause Agency. Minneapolis. 


Procter & Gamble Co., Cincinnati: Kicking off 52-week schedules 
this month in a number of top markets for Crest toothpaste. Night 
minutes are being placed, frequencies varying. Buyer: Bernie 
Shlossman. Agency: Benton & Bowles. New 1 rk. 
V. LaRosa & Sons, Inc., Brooklyn, N. Y.: New activity starts this 
month in mostly northeastern markets for its macaroni products. 
About 15 markets are being used altogether, with 10-15 spots per 
market. Placements are for davtime minutes and some nighttime 
minutes and 20's. Bu\er: Len Soglio. Agency: Hicks & Gr - 

^ "rk. 
Armour & Co., Chicago: Schedules besrin this month in the top 
markets for beef, pork and sausage products. Prime time 20 s and 
earh evening minutes are being scheduled, frequencies depending 
on market. Buyer: Don Heller. Agency: N. \\ . A\er & Son. Chicago. 

P. Lor i I lard Co., New York: Uong with the Spring cigarette lineup 
reported here 12 December. Kent and Newport are also getting 
52-week schedules. Heavy frequency schedules of prime time min- 
utes. 20"s and I.D.'s start this month. Buyer: Bob Kelly. Agency: 
Lennen & Newell. New 1 ork. 



lYlUuluALOnUKIu! artie shaw/cab calloway/clyde mccoy 
jiesi arnaz/betty hutton/woody herman /jimmy dorsey Ivincent 
lopey louis prima/bob eberly/red nichols^nelen forrest/ Illinois 
jacquetrstan kentoirf June christy/bobby hacketti^pied pipers^ 

165 Film Shorts Featuring The 
Greatest Names In The Musical 
World -All Ready To Give Your 
Programming A Lilt And A Lift! 

We're blowing our own horn about these swingin' musical treats from 
Warner Bros. A Festival Of Top Pop Tunes, all Standards — ideal for local 
programming in your market. One reel, all approximately 10 minutes. 

Get On The Bandwagon and Watch Those Ratings Roll Up — Write, 

Wire, Or Phone! 


New York. 247 Park Ave, MUrray Hill 7-7800 
icago. 75 E. Wacker Drive. DEarborn 2-2030 
Dallas. 1511 Bryan Street, Riverside 7-8553 
Los Angeles. 400 S. Beverly Dr., CRestview 6-5886 

in Sacramento 
"Radio One" is 

If you could spend enough time 
to adequately monitor all Sacra- 
mento stations, you would discover 
that KCRA is programmed to ap- 
peal to a balanced, upper-income 
audience, with emphasis on the 
adult listener. Music with the 
sound that neither grates nor lulls. 
News prepared and reported by five 
full-time newsmen, plus NBC. Top 
sports from the Sacramento ball 
games to the Rose Bowl. Your 
client's dollars buy a qualitv 
sponsive audience when you choose 

Rtprtttnted by 


by Joe Csidc 


C ^3P 

Adman, know thy show 

I missed Bob Foreman* talk at the American 
Marketing \ssn. luncheon the Monday before 
Christmas, bat I was very much interested to 
read his remarks. Bob has demonstrated over 
and over again that he is one of the most astute 
showman-advertising men around the trade. 
Calling the signals at BBD&O. he has long since 
proved that he knows whereof he speaks on tele- 
vision and advertising matters. I wonder, however, if his speed 
before the AMA wasn't composed of 90 parts of wishful thinking 
and 10 of educated guesses based on cold, hard fact. 

The 'untouchables* of tv 

Bobs feeling is that the Government investigations just ps- 
the works and upcoming into a number of television areas are ° 
to speed a trend toward a new program "balance." He says that 
there are far too many westerns and detective shows on tv. anc 
apart from the fact that this represents a poor program balance, i: 
also represents increasingly bad advertising value. Its Bob's point 
that with about 30 westerns and some 20 cops-and-robbers shows or 
the air. it's difficult, if not altogether impossible, to tell the difference 
between them, let alone identify the sponsors of each. This is sureh 
true enough, but against this you have several ice-cold fact* which 
just refuse to go awav. One is that the Nielsens still show that 
westerns and detective shows are way. way out front as rating-getters 
The tally for the week ending 6 December, the latest available at 
this writing, continues to show the numbers 1. 2. 3. shows on the air 
as the old standby cowpokers: Gunsmoke. Wagon Train and Han 
Gun. Will Travel. It still shows 12 of the top 25 shows are sag- 
sagas, and another three or four are detertive shows. Of the new 
shows to hit the air this season, the following westerns and or crime 
shows have made 15 or better rating?: Bonanza. Hauaiian Eye. 
Bourbon Street Beat and The Untouchables. 

In the works at M< \ s Revue productions is a brand new westerr 
called W hispering Smith, which will star Audie Murphy, and over at 
another of the more proficient show factories. Four star, they're 
readying a new boss opera called IT inchesler and a new detective 
series called Michael Shayne. Detective. 

Even politic? won't stop Yin 

There is no doubt that the Congressional investigations will - 
all kinds of reconsideration of programing formats, but I really do 
not believe that show t\pes. which have demonstrated their <'\er 
whelming popular appeal in the manner of the westerns and the 
whodunits will be affected in any meaningful way. I do believe 
well see more and better so-called serious, public affairs program- 
ing, but we've already seen a good deal of this in the past year or 
[Please turn to page 16) 




Successful advertising 
campaigns feature spot 
atthetopof the list. . .the 
only medium that allows 
you to reach — with maxi- 
mum impact — the pro- 
spective customers you 
must reach, pinpointing 
only the markets you're 
in. Top advertisers get 
high return with low in- 
vestment and there's no 

Scores of success stories 
in H-R's files attest to the 
sensational job spot ad- 
vertising does. 

Your nearest H-R man 
will be happy to give you 
a fast, first-rate fill-in. 

—Zms tiS TTT) Television, Inc. 
4!&Fr\ XlTl Representatives 

"We always send a man to do a man's job" 


A * 











ARB/Nov. 1959 

7-station market 




Pulse/ Oct. 1959 

4 -station market 




ARB/Oct. 1959 

3 -station market 

ARB/Oct. 1959 

3 -station market 


488' WE. • N.Y.22- PL 5-2100 


Sponsor backstage {continued} 

two — quiz and payola scandal* notwithstanding. I wonder ho* 
main of us realize how intense the Congressional investigations are 
reallv going to be. It's been pointed out in general terms that 
the\"re likely to be many and hot. because 1960 is going to be an 
election year. But I didn't realize till the other day what kind of 
an election year it's going to be. Every single seat in the House 
is up for grabs in '60, as are almost 30% of the seats in the Senate. 
The fireworks are going to be sustained and spectacular. Of that 
there is no question. But I still don't believe one of the results will 
be a dimunition of. or an interest in westerns and detective stories. 

Bob also made the ver\ valid point at the AMA meeting that 
"No business man can ignore the fact that each program carries 
with it more than an advertising goal."' That's a fine line in a 
speech, but the simple, unhappy truth is that business men are people, 
and many not onlv can but do. and forever will, ignore the fact 
that each program carries with it more than an advertising goal. 
Bob knows the kind of cynical businessmen — as a matter of fact 1 
believe he's worked with some of them — who would sponsor an} 
kind of a show that would help them sell more merchandise. This 
will always be true, and all the Congressional investigations in the 
world, and speeches won't change it. Nobodv is likely to sponsor 
a quiz show in the immediate future, but surelv not because thr 
sponsors of the once-most successful quiz shows feel they should 
present something more cultural to uplift the public mind. 

It is important to the general welfare that top showman-advertis- 
ing men like Bob Foreman preach the sermon of the business man's 
responsibility to the community in television and elsewhere. It is 
important, too. that such men practice to the fullest extent of their 
ability, and within practical bounds of this preachment. For with 
such men leading the way. the majority of advertisers will follow, 
perhaps in their own fashion, but will follow nevertheless. 

Old acquaintance . . . 

Speaking of people, I'd like to take this opportunity to wish all 
of my friends, enemies and readers a healthv. happy and prosperous 
new decade, and to give a special hoorah for those of mv old friends 
who have taken on new, important duties. 

Joe Ream, in his brand new job as head of the equally brand new 
department of public practices at CBS. Joe has been with Mr. Paley 
and Doc Stanton for 25 years, and has done a tremendously effec- 
tive job in whatever area he's been placed. He'll do equally well 
with this spot, wherein he's responsible for editing, censorship and 
acceptance standards of the web. 

Svd Eiges. in his new post as the public information v. p. at NBC. 
Syd's another who's been through the wars. He's always come 
through with a fine performance, and surely will in the new spot. 

Jerrv Franken. mv old Billboard stablemate. who's just been pro- 
moted to exec director of advertising, promotion and publicity for 
National Telefilm Associates. They couldn't have upped a better man. 

Phil Williams, that dancing fool and dynamic salesman, who's 
just been made acting syndication sales manager at Lnited Artists 
Television. Phil did fine at ABC TV Films. Ziv and every other spot 
he's held, and will do great here. 

To all these, and to all my old buddies wherever you are or go, 
and to all you readers, a big. booming '60 to you. Good luck! ^ 


9 JANUARY 1960 





creates buying power in the Piedmont Industrial Crescent! 

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The only New York independent qualified and 
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• Broaden*' Ac ort-r 




Copyright I960 



Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 


What are some of the issues or evolving developments that you can expect to 
churn up a flavor of controversy during the early part of 1960? 

SPONSOR-SCOPE's spotcheck of the trade this week suggests these candidates: 
PROGRAM CONTROL AND RESPONSIBILITY: Regardless of what happens in 
Washington, you will find some of the more important advertisers and agencies holding 
to the doctrine that no one programing source can determine what is good for the 
people and what they should like. 

MARKETING: Look for a hot debate on whether advertisers haven't gone over- 
board on dealing- — premiums, sampling, cut-pricing, etc. — and whether it wouldn't be 
more profitable to plough this money back into brand and image selling. This may turn out 
to be the biggest challenge to media in 1960. 

FRINGE TIME: Look for the struggle between the networks and affiliates over the 
7:30-8 p.m. period to intensify, with the stations more determined to hold out this time for 
syndication sales. Incidently, at least ABC TV and CBS TV are progressively competing with 
themselves, since the syndicated reruns they offer have to vie for the fringe time. 

SPOT TV RATES: There's no apparent letup in the demand for minutes and 
knowledgeable leading buyers of spot predict that sellers will be generally debating the ques- 
tion of whether to revise the rate for 20's and I.D.'s or to up the rates for minute an- 

National spot radio, new business-wise, got off to a nice 1960 start, at least from 
the New York end. 

Standard Brands' new Siesta instant (Bates) and L&M cigarettes (DFS) are cutting 
loose with generous schedules for a minimum of 10 weeks each. The pressure in Siesta's be- 
half will consume between 15-20 spots a week. 

Incidentally, Lydia Pinkham (Cohen, D&A) is back for its perennial 13-week 

What we at the moment know as the McCann-Erickson empire is in for another 
structural alteration and it'll be along these lines : 

1) Marschalk & Pratt will become McCann-Marschalk, with S. L. Meulendyke re- 
tiring as president and William E. McKeachie coming in from International to take his place. 

2) McCann-Marschalk will absorb the sister agency's Cleveland office, with its hefty 
Ohio Standard account, and also the Portland, Ore., branch. 

3) McCann-Marschalk will have its own offices in Europe and South America. 
Billings of the agency with the new name: $35-40 million. 

The demand for tv I.D.'s seems to be staging a resurgence. 

R. J. Reynolds (Esty) is moving into them on, what may turn out to be, a lush scale, 
with 17 January as the starting date. 

Lorillard, via Lennen & NeweU, several weeks ago advised reps that it had bigger 
chainbreak plans for 1960, providing it could gather enough of the right kind to build a 
franchise for itself. The account has been spending at the rate of $3-4 million a year on spot, 
with Kent the chief beneficiary. 



SPONSOR-SCOPE continued 


DuPont's fibers division (BBDO) will use 40 tv markets — more than ever 
fore — for its spring spot tv campaign. 

It will be a full week of saturation minutes, with the usual department store tie-ins. 

Trendex is figuring on adding a miscellany of new information to its reports 
designed to (1) answer some questions posed by advertisers and (2) help promotij 
tv's effectiveness on the sales side. 

The supplementary data would deal with products used in tv homes, the produce 
image and what ideas the viewer has of the sponsor. 

The Radio/Tv Research Council took a swipe at Life Magazine's recent piece or 
tv ratings via a resolution. 

The Council, composed of researchers with networks, station groups, agencies anc 
independent firms, condemned the article as opinionated rather than straight report 

ing and motivated by competitive purposes. 

The margin of radio usage between mid-summer and mid-fall remains un. 
changed: in other words, they're listening about the same number of hours regardless o: 
time of year. 

Following is an updating of the comparative average hours of radio usage pel 
home per day as computed by Nielsen: 


1959 1 hour; 53 minutes 1 hour; 40 minutes 

1958 1 hour; 56 minutes 1 hour; 49 minutes 

1957 1 hour; 54 minutes 1 hour: 59 minutes 

Anahist (Bates) and "Welch's Grape (Manoff) helped give spot tv new busl 
ness a nifty sendoff for 1960. 

Both accounts this week were buying a raft of markets — Anahist for seven weeks al 
the rate of eight a week and Welch 3-4 a week for 10 weeks. 

GE's lamp division is lining up spot tv schedules for the southwest and other areas 
out of BBDO, Cleveland. 

The six leading cigarette companies, jointly, are spending at the rate of be- 
tween SI. 8-1. 9 million dollars a week on nighttime network tv. 

This weekly estimate is based on the number of commercial minutes they had runnin 
per week during November 1959, with $30,000 used as a broad figure for cost pe 
commercial minute. 

Here's a tally, by company, of the total programs, total minutes and number o 
homes reached on the basis of the Nielsen report for that month: 






Liggett & Myers 


i3y 2 

87 million 




85.5 million 

Philip Morris 


sy 2 

55 million 

Brown & Williamson 



45 million 

American Tobacco 



43.5 million 




31 million 


• 9 JANUARY 1 

SPONSOR-SCOPE continued 

A sign of how tv will fare this summer: Quite a number of advertisers with 
warm season products have been inquiring, this week and last, of the networks 
about both regular programing and specials. 

Interesting aspect: they're trying to line up their needs earlier than ever. 

ABC TV keeps hammering away at the thesis that its programing attracts 
younger and larger families than does its competitors. 

To make its point daytime-wise, it cites Nielsen October data (taking noon to 4 p.m., 
Monday through Friday) to estimate that with four quarter-hours a week on ABC (cost- 
ing $30,000) an advertiser can, over four weeks, reach 35% of all U. S. homes 
at an average of 4.7 times. The claim when broken down into age brackets: 


Under 40 43.2% 4.2 

40-54 48.7% 4.9 

55 & over 24.4% 4.8 

As for nighttime, ABC has culled this comparison from the same Nielsen report: 


ABC TV 28% 72% 78% 22% 

CBS TV 34% 66% 71% 29% 

NBC TV 40% 60% 69% 31% 

Total U.S. population: Under 55, 70%; 1-2 families, 38%; 3 & more, 62%. 

American Machine & Foundry has committed itself for at least two of those 
MIT anniversary documentaries which CBS TV will usher in next fall. 

Cost of time-talent per program: $265,000. Frank Stanton himself got this one 
rolling at AM&F top level. Cunningham & Walsh is the agency. 

It could turn out that the hand-wringers over this season's tv network fare 
have gone away off base with their laments. 

The roster of probable casualties at night indicates that the percentage of miss-outs 
come the end of the first 26 weeks of the season will fall far short of the 1958-59 

In the area of newcomers the count of fallers-by-the-wayside shapes up like this, by net- 
work: ABC TV, seven shows; CBS TV, five shows; NBC TV, five shows. 

A hedge concerning CBS: there's no telling what added effect the network's flier 
into the magazine concept — that is, exclusively controlled programing for at least one 
night of the week — will have on the total washout. 

Still another rotating nighttime minute-participation plan is being toyed with 
at ABC TV. 

The latest one, as bounded off agencies the past week: buy a minute a week and the 
network will spot the commercials on successive weeks on four different nights of 
the week so that at the end of the month it will have occupied 21 different positions. 

ABC is still working on this: how to price that minute time and talent, since it 
will occupy programs that have made it and programs that are on the make. 

The week's big sigh of relief for both tv/radio and the agencies : the settlement 
of the steel strike. 

There's no telling how many millions the strike has cost both networks and spot — revenue 
that can never be recovered — but, as one network chief put it to SPONSOR-SCOPE this week, 
the Detroit cutbacks will have put a rueful crimp in the last 1959 quarter's profits. 

• 9 JANUARY 1960 21 

SPONSOR-SCOPE continued 

The uproar over tv programing out of Washington has taken its toll on 
bigger agencies in one particular respect. 

They've had to spend hundreds of upper management manhours in extra meet 
ings and lunches reassuring client topbrass — and that includes board chairmen — 
that they're not remiss in sponsoring certain types of programing. 

The answer goes like this : Of course a mass medium has common appeal, but that'; 
the inevitable cost of educating the mass population to higher standards of taste ant 
literacy. It's all a process of evolution. Viewers could progress from westerns and whoduniti 
to high grade dramatic fare and think programs. If the tastes of the people in the lowei 
rungs are censured you can lose them for better things in the long run. 

Tobacco industry experts can't seem to agree whether the ratio of the filte: 
cigarettes vs. the non-filters will remain where it is through 1960. 

The preponderant guessing: the filters have pretty well leveled off. 

Ratios as they now stand: filters, 51%; kings, 19%, and regulars, 30%. 

Consumption of all types for 1960: somewhere around 455 billion; up 4%. 

Nielsen is still studying BAR's proposal that the two consolidate the data the; 
collect in Nielsen's local tv reports. 

The composite job would give subscribers a one-plan-to-scan benchmark for spot 
In addition to impressions, audience composition, and cost-per-thousand, they'd know whaj 
competitive brands are doing in what markets. And within two weeks after the broadcasl 

If Nielsen bends, it will probably be largely due to the edge that the expanded info 
mation will give it in competing with the national ARB. 

Don't be surprised if during 1960 you hear less and less from the giant agen 
cies about having the advantage of a full line of services. 

The reason for this change of melody and words : A study of the agency business score II 
board has shown them that the shops which have had the biggest growth in the pas 
two years have been the specializing kind: package goods and fashions. 

Especially those with a creative style, like Bates and Burnett. The one big excep 
tion, of course, is J. Walter Thompson, which has the faculty of riding consistently upwan 
on a new medium and at the same time keeping its prestige image in the forefront. 

Those who talk about qualitative research might ponder this warning froir 
pros in the air media research field: 

The moment they start converting the qualitative factors into numbers they're no longe: 
dealing with qualitative aspects but with quantative measurement. 

For instance, if you set out to find out how people feel about a program and you add u 
the results into neat compartments you're dealing in the quantitative. 

(For appraisal of qualitative activity see Is Numbers Research on the Run?, page 29.) 

McCann-Erickson has got itself in the barter game, with reruns of Death Val 
ley Days as the bait. 

The proposition being offered to tv stations out of the agency's L.A. office: give Pacifit 
Borax two minutes free and the station pays nothing for the show. The preference i 
daytime spots. Borax is after added pressure for housewives. 

Bing Crosby-Ken Brown Associates would handle the distribution for McCann. 

For other news coverage in this issue, see Newsmaker of the Week, page 6 
Spot Buys, page 12; News and Idea Wrap-Up, page 60; Washington Week, page 55; sponsoi 
Hears, page 58; Tv and Radio Newsmakers, page 70; and Film-Scope, page 56. 


Everyone is selling more of everything in the Land of 
Profit unity — and with good reason! 

Population in this 26-county area has rocketed to more 
than a million and a half — up 61% since 1950. Retail Sales 
spiraled upward 131% in the same period, Food Sales 
zoomed up 146% and Effective Buying Income, 112%. 

Get your share of this exciting profit opportunity — 
spot your product on WFLA-TV — sales powerhouse in 
the Land of Profit unity! 

| Figures from Sales Management 1959 Survey of Buying rower 



>NSOR • 9 JANUARY 1960 


*f/LAl S£M££* at work 

Here's a "quack" salesman for Drake's Super Service 
Stations in Michigan. This web-footed whizz kid was 
hatched 1>\ Filmack "film-sense" to huild a stronger 
awareness of product and symbol. Filmack's creative 
department put him through the animated paces to enter- 
tain as well as create a stronger association between a 
warm, friendly '"Drake"" and Drake gasoline stations. 
Live scenes followed to complete the selling job. 

jl* Film-sense at work— the happy blending of creative ability, 
mechanical know-how and a staff readv to tackle vour 
needs and \ our budget. To learn more about "film-sense, send 
for \our copy of our new booklet explaining Filmack's many 
approaches to film problems. 




1325 S. WABASH AVE., CHICAGO 5, HA 7-3395 

630 NINTH AVE., NEW YORK 36, PL 7-0900 

(Complete Production Facilities at Both Locations) 

49th at 


Point of reference 

We have been very impressed ov 
the years with the excellent case h 
torv stories you run on successful 
interesting advertising campaigns. 

With the hope that you maintain j 
librarv service on these program- 
write to see if we could get page am 
copv references or copies of any ii 
teresting promotion stories you ha\j 
run in the last two or three years tJ 
the following products: 

iai Paint — both outdoor and in 

ibt Processed Meat Products, thi 
is. canned meat such as meat spread 
and meat stews, etc.. and cannej 

i c i Gasoline. 

Very many thanks indeed for ari 
assistance vou mav be able to give .« 

George F. Savers 
managing direct(T 
O'Brien Adv. Ltv. 
I ancouver. B. C. 

• Stories covering the product? mention 
appeared recently in the following issu. 
Briggs (meat packer). 31 Jan. 1959: Fro-t 
Morn Meats. 14 March. 1959: Ferris Ham 
Dec. 1958: TTilson. 8 Aug. 1959: Natior i 
Broiler Council. 10 Oct. 1959: Truco. 19 Jul 
1958: Dx-Sunray. 6 June 1959. 

Figuratively speaking . . . 

I would like to call your attention ti 
an apparent typographical error 
the chart on page 34 of your 26 De 
cember issue showing the top 50 ai 
agencies in 1959. 

In the column headed "Total Ai 
Dollars 1959" the correct figure Id 
Compton should be 43.6. 

In the column headed "Dollars 1 
Tv Net" the correct figure for Cornj 
ton should be 23.4. 

Frank B. Kemp 
media director 
Compton Adv.. In 
V. Y. C. 

i Please turn to page 26 t 




— . i ..... 






Represented by 
[ EdwardlPetry *Yco., Inc. 

The Original Station Representative 




If you want to make sales sing, 
tap the big Spanish-American 
market in Central Arizona over 


. . . the only radio station in Cen- 
tral Arizona that programs ALL 

Surveys show that the 95,000 
Spanish-speaking people in this 
market listen almost exclusively to 
"their" all-Spanish station, KIFN. 

It will pay you to sell them — in 

We translate your sales message to 
Garcia free. Production spots 


San Francisco iflBko TIME SALES 

Loj Angeles .«■ Wm; New York City 
San Antonio **«oe»* and Chicago 




l Continued from page 24) 

Order fulfilled 

Each week over 1 .000 men and women 
composing the National Advertising 
Agency Network look to sponsor for 
news. Quite a few of these people 
have asked me why the Network meet- 
ings are not reported in your publica- 
tion. You see, I am the publicity 
chairman for the Network and am 
supposed to look after such things. 

Therefore. I am giving you the fol- 
lowing information with the hope that 
it may appear as these dates come 

Eastern Regional Meeting, The 
Warwick Hotel. Philadelphia — 
January 29-30-31, 1960 
Midwestern Regional Meeting, The 
Marott Hotel, Indianapolis — 
February 5-6-7, 1960 
National Conference, Oyster Har- 
bors Club, Osterville, Mass.— 
June 19 through 24, 1960 
If I can be of any further help to 
you supplying information or data 
regarding these meetings please let 
me know. 

Scott Robertson 
Robertson, Buckley 
& Gotsch, Inc. Chicago 

• No sooner said than done. SPONSOR calls 
reader Robinson's attention to the above-men- 
tioned listing in this week's "Wrap-up" section 
mi. I. r Associations. 

Confused identity 

With due apologies to Will Shake- 
speare who said "What's in a name," 
and Gerty Stein who said "A rose is 
a rose". ... I was somewhat amazed 
when I picked up your 19 December 
issue to find that you had most 
kindly included a photo of me playing 
one of the great parts of all time — 
Santa Claus. But there for all the 
world to read, was the caption, which 
called me Herb Martin! 

Now I don't know Mr. Martin, and 
I"m sure he's a great guy — but for 
more years than I care to remember 
or admit to here and now — I've very 
happily been known as HERB 

Herb Oscar Anderson 

Neiv York, N. Y. 

• SPONSOR is at a loss. too. since the writer 
of the «a|ilions doesn't know Mr. Herh Martin. 
But, we apologize ! 

Don't make the same 
mistake twice— 

Mistakes can be costly! This time re- 
member this PROVEN fact! You best 
sell to Negroes with Negro Radio. It's 
true some read papers and magazines and 
some watch TV, but 95% of all Negroes 
listen to radio! Rounsaville Radio pro- 
grams 100% to Negroes with Negro per- 
formers. All six Rounsaville stations are 
Number-One Rated by BOTH Pulse and 
Hooper! Get the facts on the tremendous 
rise in income, increase in population, 
standard of living and best of all — the 
BUYING POWER of the Rounsaville 
Negro Markets . . . $824,219,000 AFTER 
taxes in the Rounsaville coverage area! 
Experience is the best teacher. Experience 
Rounsaville Radio — one of the oldest and 
largest in Negro Radio! 


Personal Letter 

Don't be misled that Negroes 
will buy anything. Negroes 
are intensely loyal to prod- 
ucts in which they believe. 
One vital fact is that they do 
believe what they hear on 
their own radio. And with believability comes 
sales. So, no matter what your budget for 
these six important markets ... a proper part 
MUST go to Negro radio or you're missing this 
market! Try Rounsaville Radio — you'll see! 


Owner - President 



WCIN 1,000 Watts (5,000 Watts soon)— Cin- 
cinnati's only all Negro-Programmed Station! 
WLOU 5,000 Watts — Louisville's only all 
Negro-Programmed Station! 
WMBM 5,000 Watts— Miami-Miami Beach's 
only full time Negro-Programmed Station! 
WVOL 5,000 Watts — Nashville's only all 
Negro-Programmed Station! 
WYLD 1,000 Watts— New Orleans' only full 
time Negro-Programmed Station! 
WTMP 5,000 Watts— Tampa-St. Petersburg's 
only all Negro-Programmed Station! 






Owner-President V.P. & Nat'l Sales Mgr 


Nat'l Rep. Southeastern Rep 




') JANUARY 19'>G 

New Nielsen Proves 

ETV's Leadership in Omaha! 

IRST in Prime Time 

6 - 9 P.M. 37% Share 9 - Mid. 38% Share 


FIRST in Network Showsl mmm 

6 of Top 10 on KETV 

FIRST in Movies 

Movie Masterpiece 9 :40 - 11:15 P.M., 6-night average rating 22.7 

IRST in News 

7-night average rating 26.1 

FIRST in play-by-play Sports 

Local live Bowling 24.4 rating 

Local live Wrestling 22.0 rating 




Buy the leader in Omaha! 



Call I 311 now! 

ien H. Cowdery, President Eugene S. Thomas, V. P. and Gen. Mgr. 
OURCE." Nov. 1959. Omaha Nielsen Station Index 




632,070 TV HOMES 





— \ 


In the WBTV 71-county coverage area, families are feasting on more 
food annually than the city of Detroit: Moms are doctoring families 
with more drugs than would be used by nine New Havens: the entire 
flock of families is spending 68°^ of its effective buying income at 
retail — almost 3 billion dollars. There are twenty-six slates that don't 
sell this much. 

Compare Southeastern TV markets— you'll rank WBTV first in the 
Southeast and first in your advertising plans. 









itatiofi "B" 













■« ►* 






_E==E=»SON S~ 


9 JANUARY 1960 

Photo credit: A. C- Nielsen Co. 


s numbers research on the run? 

In 1960 you'll see a marked move away from rat- 
igs toward depth and qualitative research at all levels 

It won't replace quantitative data, but new trend 
► deeper surveys will complement the box-car statistics 


ith government turning the spot- 
;ht of query on the broadcast indus- 
» about its ratings systems, and the 
iblic clamoring for the return of 
ows or personalities who didn't 
■ay out" for the sponsor; with a 
lasting barrage from columnists de- 
fying the "top 10" practice, and ad- 
rtisers, themselves, wondering if 
ey ve been snared in a numbers 
ip. the "ratings madness" is getting 


to be more and more psychopathic. 

Is the madness in the ratings — or 
in the way they are used? 

Are systems of rating programs 
locally and nationally inept or super- 
ficial? And, if they are. what can be 
done to replace them? 

Who really wants ratings and sta- 
tistics, and what kind do they want? 

These are the questions SPONSOR 
posed this past week to researchers, 

both independent and those employed 
by agency or client organizations; to 
station representatives and network 
executives; to agency brass and ad- 
vertisers. Their answers indicate that 
on the specifics of ratings — their use, 
how to ascertain them, how to apply 
them — there is a wide range of dis- 
agreement. But on the basic premise 
of the need for ratings there is almost 
universal agreement. 

Here's what these research-oriented 
professionals think: 

Ratings, as such, are not "on the 
way out" — and never will be. But the 
so-called quantitative rating — the 
gross audience or the big box-car fig- 
ures of circulation reach— will be 
modified, not replaced. These over- 
all raw figures will be modified in- 


tsingl) with qualitative informa- 
tion and with analysis of the ratings 
M> conclusions conform to t he market- 
ing needs <>f agencies and their clients. 
This hand-in-hand cooperation of 
quantitative and qualitative broad- 
casl research is nothing new, of 
course. Hut the qualitative effort 
heretofore has been the smaller hand 
in the relationship. 

The experts, queried bj sponsor, 
Bee tlii~ pattern emerging: Continued 
strong emphasis <>n quantitative re- 
search by the syndicators — the re- 
search organizations who provide the 
same service and the same statistical 
matter to all subscribers — joined in 

move to interpret, analyze, relate and 
re-direct toward marketing patterns 
the raw program rating. In I960, the 
trend will move into high gear. 

For example, experienced research- 
ers for years have broken down raw 
statistics about program audiences to 
reveal such patterns as costs-per- 
1,000. the cumulative audience, the 
minute-by-minute audience, audience 
flow, audience by market sections, age 
of housewife, family size and age of 
the head of the household. 

By definition, figures are quantita- 
tive. But these figures can lead to 
qualitative conclusions. The Gillette 
fights, for example, rank 122 among 

the choice viewers have made amoi; } 
the programs available." 

He is surprised that there has n| j 
been produced "some technique 
methodology for a continuing a 
praisal of audience appreciation — 
index to provide an interpretive 
mension to sheer nose counting. \^ 
need to develop a qualitative qu 
tient or an appreciation index ai 
couple it with audience circulati< 
figures in the continuous evaluate 
of our schedule. ' 

The research service which seer 
to meet these stipulations of Dr. Sta: 
ton is a young pioneer in the area 
qualitative research, known as TvQ. 


MEDIA is originating more research than ever before, as with CBS' 
recent More Than Meets the Eye depth study. Typical CBS tv media 
plans group: (l-r), R. Schneider, W. T. Dawson, W. Stein, R. Davis 

INDEPENDENT RESEARCH organizations do both continuing! 
special surveys on order. Among them: (I to r), Albert Sindling^ 
that company; Bob Morris, Broadcast Adv. Reports; Henry Br 

perhaps equal strength by the special- 
ized researchers who conduct special 
projects on order. They see too, how- 
ex er, a need for the syndicators to 
move into the area of special qualita- 
tive research if they are to maintain 
their positions. 

The biggest syndicator, the A. C. 
Nielsen Co., adopts the theory that if 
you collect enough quantitative data 
you end up with qualitative research. 
mingly enigmatic summary 
ts the pattern of media re- 
lic past decade. Ten years 
■■ oadi .1-1 industry had 
ratings. Since then, 
however, there's been a progressive 

national tv network audience circu- 
lation. But in terms of reaching men 
— prime market target for Gillette 
products — the program series is No. 3. 

There are still more intangible fac- 
tors in research which need to be 
measured, and this is the direction 
in which ratings figures are now mov- 
ing. Most experienced and forward- 
thinking professionals in the field 
have been calling for this t\pe of 
depth or analytical material for years. 

One of the most recent proponents 
to outline the need is Dr. Frank Stan- 
ton, CBS president, who contends 
"ratings, properly taken, serve a use- 
ful purpose. But, at best, they reveal 

Port Washington. Long Island, fi 
headed by Henry Brenner. 

TvQ, he explains, measures the . 
peal of a tv show and measures t 
in terms of individuals and th 
opinions about programs. Memb< 
of his Home Testing Institute pa 
note their program preferences qu; 
tatively which, in turn, are syntl 
sized into the Q rating. 

The Q factor is determined by 
viding "familiarity" I the portion 
people knowing about the show) ii 
the share who say it's their favori 
On the basis of the Q factor, 1\ 
Brenner says he can project the si 
cess or failure of programs. 

This kind of analvsis has gone 



long time, although less formally 
d more by hunch than by statistics, 
any an advertiser realizes he may 
I a lot more of his product to the 
ecial audience of a limited-appeal 
ow than he would to a mass-appeal 
dience. But television, by its na- 
-e, is a mass-appeal medium and its 
ents therefore are selling to mass 
The stress on program ratings is 
sater in the selection of spot 
an in the sponsorship of program- 
g. Ratings stand out in somewhat 
heater isolation when the period of 
lie being studied by a buyer is be- 
een shows rather than in one. The 
ting is relied on as a yardstick, but 
spot announcement selection that 
rdstick seems to be larger than in 
( e purchase of a program. 
•This pattern points up the increas- 
g trend for qualitative program se- 
tion. Robert Foreman, executive 
;e president of BBDO. noted this 
ed in discussing the fact that "spon- 
identification is at a low ebb." 
lis association is not important for 
spot advertiser, of course. But a 
ogram sponsor is using a consid- 
able portion of his show budget to 
ty identification. 

That's why a BBDO client, the B. 
Goodrich Co., typifies the progres- 
e approach of buying so-called 
jnited-appeal programing with less 
n massive ratings. The Fred 
iendly Biography of a Missile and 
pulation Explosion series, half- 
.onsored by the tire concern, "had 
i comparatively low rating," says 
( r. Foreman. "Each was No. 3 to 
e other two networks in its time 
>t, yet each has already done great 

jings for our client. We traded a lot 
people for this atmosphere, but be- 
ve me it was worth it!" 
He concludes: "We have counted 
■ses long enough. Qualitative in- 
stigations must be broadened, made 
)re readily available, improved. 
id once we do this, we can dem- 
strate to the satisfaction of any 
mmittee that the aims of business 
d good television are compatible 
ther than incompatible!" 
He also charges agencies with the 
>k of "doing more and far better 


j And this is another crucial prob- 
n in the area of broadcast research. 
(Please turn to page 68) 

pillllllllllllllllllllllllllllllllllllllllllllllllllllllllllliiilllllllllllllllllM Illllllll 


NEW DYNA-FOTO-CHRON invented by Dr. ing Assn. last week that some new quali- 

Charles Allen (see adjacent story) is me- tative viewing patterns are emerging, 

chanical device with camera and lens These, however, are "personal beliefs 

which photographs tv viewers as well as based on research" rather than final proof 

what they see. Dr. Allen told members of — "indications" which he plans to docu- 

Washington chapter of American Market- ment in further testing of new device 


VERY FEW tv sets are turned on in the morning and left on 
as radio used to be. And viewing patterns are very definite. 


TV VIEWING has become a highly selective process. There 
is virtually no "turning the dial to see what's on." 


THE PRE-SCHOOL child is the only member of the family 
who still finds tv a magic lantern that fascinates eternally. 

THE PRE-SCHOOL child in homes where there are preschool 
children is the chief audience — the only audience much of time. 


HIGH SCHOOL boys and girls see relatively little tv and col- 
lege men and ivomen see almost no tv at all. 

THE HOUSEWIFE is the only adult audience for a great ma- 
jority of tv programs, including the World Series, westerns. 


FOR SIGNIFICANT amount of time— from 5% to 29% — the 

tv set is on but no one is watching. 


THE STATION with the best picture reception is almost cer- 
tain to be tuned in most of the time. 


EVERY CONCEIVABLE kind of activity goes on in front of 
the tv sets. Eating and drinking are the two most common. 


BECAUSE so many other activities are engaged in, we are 
developing a nation of "ear filters" — icho respond to tv sounds. 

liiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim ill iliiiiiiiiiiiiiin 


9 JANUARY 1960 



^ Here's hon five timebuyers in five agencies spent a 
typical day working out problems for a variety of clients 

MORT REINER, Hicks & Greist, celebrate 
end of struggle to nail down kid show bu 
with cigar from Blair-TV's Jerry McNa 


■ or a clear-cut picture of wht 
timebuying will encompass in 1960- 
and, incidentally, what makes a timt 
buyer tick — sponsor asked five bu\ 
ers to record a typical day. 

Here, in diary form is how varion 
problems now facijig a large ranj. 
cf key advertisers were tackled b\ 
five timebuyers: 

Vince De Luca, Erwin Wase] 
Ruthrauff & Ryan, New York 

"Homo tempus fugit," says Vinci 
"comes about as close as you can g< 
to "timebuyer" in Latin." A recei 
day — involving a local network pr 
emption, fm evaluations, problems < 
a client new to tv — shows why. 

9 a.m. First phone call of day (froi 
Bob I )a\ ill. Dutch Masters I liga 
account supervisor) : "Vine 
client's on phone. Wants to kno 
how come Ernie Kovacs was pi 
empted in Philadelphia last nigli 
He's coming in later." 

9:10 a.m. Get answers to that oi 
right away, work on Tuborg Be^ 
fm buy. 

10 a.m. With Dallas. Houston, D| 
troit markets left to check for T| 
borg. make 10 a.m. client scree 
iug of Four Just Men. After screei 
in« discuss suitability of show fd 

VINCE DE LUCA, EWRR races deadline w 

media supervisor Marv Richfield getting info 
Tuborg Beer fm buy, as acct. supvsr. Al Tilt wej 


9 JANUARY 19(1 

j.E. Home Cooling and Heating 
vith a.e. Al Lowe, client Bob Ses- 
ero. Discuss markets and costs. 
.30 a.m. Back to desk. Loaded 
vith memos: "Client in at 3 p.m. 
o discuss Kovacs pre-emption, 
'lease be available. Bob D." "Need 
m recommendations by 3 p.m. 
\1 T." "Can we get together at 
ibout 3 p.m.? Need New York 
ecommendation by 9 a.m. tomor- 
ow. John K." "Your wife called. 
]all her at her mother's at about 
p.m." "Vince, where's my map 
} n two colors? Bill C." 
35 a.m. Get out coverage map 
irst, needed for 3 p.m. client meet- 
ng. Take to Bill Campbell. Dutch 
Masters assistant account man. 
5 p.m. After light lunch ( cur- 
rently on a diet), dictate memos 
■inswering yesterday's requests for 
Information. KLM Royal Dutch 
Airlines: "We have evaluated the 
)ffering and find that . . ." Cam- 
;>ana Ayds: "Following are the 
mdience figures requested for the 
Arthur Godfrey radio network 
irogram. . ." 

■5 p.m. Back to Tuborg fm buy. 
J roblems: how to match results of 
Chicago WFMT test in markets 
inder consideration. What is ac- 
ual fm usage vs. set penetration 
n these markets? Degree of ac- 
eptance of fm? What are avail- 

abilities? Media supervisor Marv 

Richfield lends a hand. 
2:45 p.m. All set for 3 p.m. Dutch 

Masters client meeting? 
2:50 p.m. Al Tilt. Tuborg account 

supervisor, is in doorway. "Hold 

on, Al, till we wrap up Dallas." 

2:55 p.m. Turn completed fm infor- 
mation over to Al. Head for Dutch 
Masters meeting. 

3 p.m. Sit down in conference room 
with Bob David. Marv Richfield, 
a.e. Milt Campbell and Dutch 
Masters ad manager Jack Sperzel. 
David: "We've protested to the net- 
work about that pre-emption last 
night without prior notice. . ." 
Long session involves discussion of 
network show problems in general. 
To do: prepare memo for future 
meeting, recommending how to 
handle these problems. 

4:55 p.m. Back in office. Uncom- 
pleted business : 3 p.m. phone call 
to wife. John Keavey in doorway. 
"About KLM. Vince, I couldn't 
find you at 3 . . ." "Let's huddle, 
now, John." 

Lucy Kerwin, Kenyon & Eckhardt, 
New York 

The role of the timebuyer as a 
"bridge" between departments in an 
agency is a growing one. Here's how 
Lucy uses her knowledge of market- 

ing, product and copy problems in a 

typical day : 

9:30 a.m. Open mail. Wendell 
Phillips, a.e. on Nabisco Special 
Products, wants to know stations 
cleared for 9 February West- 
minster Dog Show ~ originating 
WPIX, New York. (Better check 
Bill Vernon at Blair on WNHC, 
New Haven. He'll call back. Check 
on Washington and Providence, 
too.) Note from Bill Winterble of 
Katz. Heard Quaker State plans 
early a.m. spot radio campaign, 
wonders which stations he repre- 
sents are included. 

10 a.m. Jerry Mulderrig (Venard, 
Rintoul, McConnell) comes in with 
Richard Lewin of KTRE-TV, Luf- 
kin, Texas. Coffee wagon arrives 
at same time. Over coffee and Dan- 
ish discuss Lewin's market with 
reference to schedule for Rice and 
Wheat Honeys on Howdy Doody. 

10:05 a.m. Call from Chuck Daniels 
of research. What markets have we 
recommended to Mead-Johnson for 
spot tv on Pablum? What type 
schedules and what contract 
lengths? Will call back later. 

10:07 a.m. Call from Leo Brae, NBC 
TV clearance. One of markets 
Nabisco ordered for Price Is Right 
currently unavailable, has notified 
network they'll clear next month. 

10:12 a.m. Call from Bob Pasch, 

RM JACKMAN, Campbell-Ewald in Detroit, clears up LUCY KERWIN, Kenyon & Eckhardt, plans new campaign for Capital Airlines with 
olems of overlapping of network shows by revising (I to r) space buyer Martin Prager, a.e. Jeffrey Greene, media supervisor Desmond 
idule of outlets with John Logan (r), CBS Tv Spot Sales O'Neill. Copy theme varies from market to market, making it long, painstaking job 


NSOR • 9 JANUARY 1960 


DICK GERSHON, Benton & Bowles, at -far right, maps out campaign for new Post cereal 
with (I to r) account supervisor Quentin McDonald, account executive Bob Diserens, assistant 
media director Tom Mahon. Post Cereals group outlines I960 media plans for entire line 

copy veep and supervisor on Mead- 
Johnson. What's length of Pahluni 
tv spots? 20"s and minutes. Why 
more 20 seconds? Call him back. 

10:15 a.m. Bid Jerry and Mr. Lew in 
goodbye, apologizing for constant 
interruptions. Call from Bill \ er- 
non at Blair: WHNC o.k. for West- 
minster Show but cant take all of 
9 to 11:30 p.m. program, "vn ill 
join late. Call Chuck Daniels in 
research with word on Mead-John- 
son spot campaign. Call Bob 
Pasch. explain minutes are few and 
far between in kind of schedule 
we're buying for Pablum. Agree 
that copy theme is harder to sell in 
20 seconds, but that's life. Suggest 
we ha\e plenty of spots for both 

10:40 a.m. Try to get back to mail. 
Kathy reminds me — 10:45 meeting 
to update Capital's plan for Jan- 
uar\ through April 1960. Rustle 
up all notes taken at yesterday's 
meeting with Bob West, airlines ad 

U):lr> a.m. Conference room with Des 
O'Will. media supervisor: Martin 
Prager. space buyer and Jeffrey 
Greene, associate account exec on 
Capital. Go over complete tv. radio 
and newspaper schedule, market bv 
market. Copy theme is different 
for each market so this is long. 
careful, painstaking job. Each sta- 
tion, each newspaper, price checked. 
tion checked, copv theme 
• 1. Position. Time spots. 
- before e\- - 

Ten minutes late for 
il'' with Tom Delanev. 

2 p.m. Capital meeting resumes. Goes 
straight through till 3. 

3 p.m. To screening room for presen- 
tation by Dick Golden. CBS on ra- 
dio network's revision of program- 
ing to catch and hold audiences. 

3:45 p.m. Call from Marilyn Bender 
of tv traffic to verify commercial 
time Nabisco will be entitled to for 
each station on which Big Mac 
program is being cleared. Jack 
Caplan of research pops in to sav 
he's completed the analysis on 
Milk-Bone that Dick Trea. media 
supervisor on Nabisco, has re- 
quested. Wants to check it before 
final typing. Sure thing, tomorrow". 

4 p.m. Time to see Stacev Serafin. 
estimator on Nabisco. Comes in 
with news she's now- Mrs. Will 
Krause. Congratulations! And 
time out to admire sparkling rings. 
Hard to settle down to business. 
but finally make it. In comes 
Bessie Rossomando. estimator on 
Capital, worrying about clearances. 
W hat space and timebuvers w ould 
do without estimators awful to 

4:30 p.m. Stick nose outside office as 
boss Joe Braun comes down the 
aisle. Says he had a grand vaca- 
tion and hereafter will always take 
one during holidavs. Des calls to 
ask if I can get in at 9 tomorrow 
for early Capital schedule meeting. 

5 p.m. Lou Ergmann of NBC TV 
calls to say management is now- 
having series of meetings on new- 
network rate card. He'll let us 
know whether or not it will affect 
our Nabisco costs as soon as rate 

i Please turn to page 50 i 


^ Regional brewery needei 
same frequency and inipac 
on tv that it got from radii 

^ So it turned to 2-secon« 
tv time signals modeled afte 
successful 10-second tatr 

\^an two-second spots sell a prcc 
uct on television? This was the que- 
tion a regional brewer asked it? f ■■■ 
two and a half years ago. 

Traditionally. Erie Brew ing's tv ac 
vertising had run to programs. T 
records reveal it had pioneered i\ 
use of television in Erie when it pi 
its Koehler Beer on a schedule a 
WICU-TV newscasts back in 1941 
when that station first went on til 
air. Wrestling, syndication and bow 
ing shows had followed as Koehle 
expanded its tv advertising to othe* 
markets in Pennsylvania. Ohio. Wd 
\ irginia and New York. Then, 
competition tightened. Erie felt ttt 
need for more frequencv. 

Short, frequent impressions wou 
be like a constant change of line 
for its growing list of copv point 
And what it needed was the sain 
flexibility it was getting from its r| 
dio advertising. 

At the time Erie was averagin 
1.000 60-second spots per vear on 2 
radio stations in 20 markets — usin 
15 different jingles on 50 second 
with a 10-second live tag that croppe 
up in endless variations. Thev air-3 
from 7 a.m. to 6 p.m. Could the sam 
trip hammer frequency be applied t 
Koehler s tv advertising? 

If so. it would not only solve ti 
problem of making multiple co 
points stand out. but would form 
tighter link between its radio and I 
advertising < backbone of a vearlv i 
budget which, by sponsor estima:< 
runs to around $425.00' ' 

M. John \ount. president of Yo« 
Co.. Erie advertising firm, thought : 
could be done by tagging time si I 
nals on television with a terse tvc 


9 JANUARY 19 > 

scores with two-second tv spots 

icond reminder similar to the 10- 
jcond tags to the radio jingles. But 
nere were main kinks to be ironed 
ut before the switch could be made. 

Chief problem was product pro- 
;ction. For impact. Koehler needed 
^petition at short intervals — ideally 
very half hour during Class A time 
1 7-10:30 p.m. I throughout the week, 
n light of 30-minute product protec- 
on policies, this would virtually ex- 
lude other beer advertisers from 
ighttime schedules on stations run- 
ing the Koehler spots. 

A compromise was worked out 
ith the stations guaranteeing Koehler 
ot more than 35, nor less than 20 
Mass A spots, per week, run in con- 
ecutive half hours on as many full 
veiling schedules as possible. The 
gency says that all stations usuallv 
lanage to come closer to the 35-spot 
.chedule than the 20. 

To maintain this frequency called 
ior weekend spots when schedules 
Jan short during the week. In all 
ases. the rule of consecutive half 
\ours applied. Quarter-hour signals 
, re used as necessary to maintain a 
equence of spots on a tight evening. 
Tiese quarter-hour signals require 
jifferent slides from the usual ones 
vhich contain a clock with movable 
tands I see cut). The quarter-hour 
.lides carry copy with no clock. 

Koehler also experimented with the 
legree of repetition needed to make 
i particular copy point register. It 
ras found that the same two-second 
eminder could be repeated through- 
>ut the entire week without losing 
he audience. 

,j As to the effect of specific promo- 
ions i ale. 16-ounce bottles, etc.) this 
ould be checked with dealers and 
listributors. Koehler learned earlv 
jn its experiment that the two-second 
ength used throughout the entire 
veek had a measurable effect on sales. 

Currently, there are 20 time sig- 
lal tags forming the basic tv copy 
■tore. At the rate of one per week. 
; his means every point is repeated 
ibout three times a vear on each sta- 
,ion fWICU-TV, WSEE-TY in Erie: 
hYJ AC-TV, Johnstown. Pa.: WSTV- 

TV, Steubenville, Ohio: WKBN-TV, 
Youngstown, Ohio). 

A typical announcement goes like 
this: "9 p.m.. Like beer? You'll love 
Koehler Beer." The stable of tv 
weather tags is designed to cover 
every copy point Koehler might want 
to make during the year. Examples: 

• Quality. One tag makes the gen- 
eral point. "Taste and flavor exactly 
right." Another states specifically: 
"Electronics makes the difference in 
Koehler Beer."" I Note copy should 
not exceed seven words for this type 
of announcement.) 

• Industry good will. "Koehler 
salutes National Tavern Month" was 
a good, week-long way of making the 
trade in Koehler's chief marketing 
areas aware of the company's support. 

• Pinpointing audiences. "Bowl- 
ers prefer Koehler's select beer" 
aimed at males, also linked the tv 
spots to Koehler's sports shows in 
three of its radio markets. 

• Local image problems. About 18 
months ago. Erie Brewing decided it 
was time to scotch an unfounded ru- 
mor that somewhere along the line 
non-union hands were getting into the 
brewing of Koehler, a damaging as- 

sertion in the country s strongest pro- 
union area. Solution: "Koehler Beer 
is 100% union-made," a time signal 
tag that turns up every three months 
— about the only departure, inciden- 
tally, from the usual four-month fre- 
quency pattern. 

• General image building. Spe- 
cific problem solving one week, gives 
way to staunch reminders the next, 
as in "For over 100 years, first choice 
— Koehler Beer." 

• Special promotions. For 16- 
ounce cans, one tag has a party flavor: 
"When you entertain, try Koehler 
16s." The other is keyed to price: 
"It's true, Koehler 16's save you 

• 1 ear-round promotions: Last 
year, Koehler decided to tie its ad- 
vertising to selection of a "Miss 
Koehler of 1959." Point-of-sale pieces 
with an artists conception of 12 girls, 
each representing a month of the year, 
were displayed in taverns and stores. 
Tabs were provided on each display 
piece for the customer to mark his 
vote. Each month. Koehler's bill- 
board advertising 1 24 sheets) sport- 
ed a different girl, representing the 

{Please turn to page 52 I 

ROUND-THE-CLOCK repetition for copy points ranging from quality to union label is 
provided by 2-second tv time signals, 7-10:30 p.m.; lO-second tags to radio jingles, 7 a.m. -6 p.m. 


9 JANUARY 1960 





SUGGESTED costume for the 

WBT cartoon character when he is 

next used by Honolulu's K-POI 

^ How the cartoon character advertising a Charlotte, 
N. C, station turned up in a Honolulu newspaper ad 

^ Mystery solved, WBT suggests how little guy might 
be better dressed for Hawaii — or even for Alaska use 

SHOULD an Alaskan 

station choose to use the same little 

guy, here's another get-up 

I f Erie Stanley Gardner were writ- 
ing it. the story might begin: 

Delia Street opened the door to 
Perry Mason s private office. "Can 
you crowd in another client, Chief?" 

"If she's long-limbed and high- 
bosomed, yes," said Mason. 

"It's not a she; it's a he — a sipukt 
little fellow carrying a mike. He 
wears a press card in his hat, a pencil 
behind his ear, and a worried look on 
his face. Claims he's from Charlotte, 
V, (... but found himself — suddenly 

and mysteriously — in Honolulu. 

Mason frowned. "Show him in, 
Delia, and bring your notebook." 
Here are the facts in the case: 
In the 22 August issue of sponsor, 
there appeared an advertisement for 
WBT, the Jefferson Standard Broad- 
casting Co. station in Charlotte, N. C. 
It featured a long-faced, long-nosed 
newshawk, cartoon creation of an art- 
ist named Smith. To symbolize the 
"hot" quality of WBT news broad- 
casts, the little fellow's left arm was 



9 JANUARY 1960 

larred and smoking, ostensibly from 
iving a box of matches flare up in 

s fist. 

Less than a month later — on 14 
jptember, to be exact — the same lit- 
3 cartoon character turned up in an 
Ivertisement in the Honolulu Adver- 
ser, leading daily newspaper (now 
i its 104th year) of our 50th state — 

awaii. The ad was for Honolulu ra- 
io station K-POI, named for a na- 
onal dish but touted as "The Ha- 
aiian word for radio." 

It seems there had been a spectacu- 
tr fire at Van's Furniture Store in 
lonolulu, and a K-POI news crew on 
,ie scene had scooped all competi- 

To the promotion staff of K-POI. 
le little WBT newshawk in the spon- 
or ad seemed ideally suited to illus- 
ate the Hawaiian station's coverage 
f a fire — especially since the WBT 
haracter already had one arm badly 
torched. So they instantly adopted 
im for their own advertisement. 

Instead of being upset at sharing 
s cartoon character, WBT was flat- 
bed. Said J. Robert Covington, 
^BT vice president in charge of pro- 
motion and research, "Not only were 
d he delighted at K-POI's acceptance 
f our same taste in cartoon art, but 
it ye regard it as our own way of wel- 
oming the Aloha State to the Union. 

"We would also be glad here at 
VBT to make the little chap available 
a some station in our 49th State — 
llaska. The only thing that has been 
/orrying us: Is the little guy suitably 
lothed for the climates of Hawaii or 

Taking a cue from this, Cartoon- 
st Smith was engaged to do two more 
irawings of the character — in cos- 
umes more in keeping with the two 
ewest states. What he came up with 
tjire shown on the facing page: a 
)|j;rass-skirted. on-the-beach type for 
ise by K-POI : a be-furred, thermom- 





eter-toting sourdough for an Alaskan 

Incidentally, K-POI has been hit- 
ting a lot more than the advertising 
columns of the Honolulu Advertiser. 
For more than a week last month, it 
got daily front page headlines as Tom 
Rounds, K-POI's news director set a 
new world's record for sleeplessness. 

On 9 December, the Advertiser's 
front page bannerline — in blue ink — 
proclaimed, "Rounds Sleeps; He's 
Champ." At that point he had stayed 
awake for 203 hours, 44 minutes and 
40 seconds, beating bv more than 

two and a half hours the previous 
"no-doze" record set by disk jockey 
Peter Tripp of WMGM, New York. 

The endurance feat by Rounds was 
done not only as station promotion, 
but to increase store traffic in Hono- 
lulu's Wigwam Department Store, 
was called, in fact — "Wigwam Wake- 
athon." Surprising was the front page 
coverage by two Honolulu dailies, 
since each of them has a radio sta- 
tion affiliate of its own. 

The stunt plus the affair of the 
stateside cartoon shows no one need 
worry about the Aloha State. ^ 


AD-HOPPER: From the sponsor ad (left) inserted by WBT, Char- 
lotte, N. C, the same sad-faced little character hopped clean across 
the Pacific to Hawaii, turned up in K-POI ad in Honolulu Advertiser 

oui* news is Honest 

Hottest newt in WBT'i oreo 

s the SUUOf 

c o* WBT'» 


They outdrow tha to-colled "m 
cost j by 98% mote listeners m 
ond 137% more of night. 

us« and new 
ornings, 9t« 

s" (rations' 
i more cfte 

St'Tvn news gatherers cruising in seen two-way rodio equip 
ped cors jam with CBS' honored news stoM to provide 
Carolinians with the matt complete radio news service in the 
notion's 24th largest radio market 

Let us make safes newt far ^our product. Call CBS Rodio 
Spot Sales fa? a WBT news schedule. 

wbt CHaripTTe 

>r* t«»» "«» g«W;«g •*<■ g>»Of*tt '" rodio od 
<«!«* your *:■!, <-. e« K.POl 

i nrtwj MKMW wJi *e> 1 ' i i«« th» pit» •! t •••-«»»** l*«!ll 

DIAL 1380 




^ The five million tourists who will spend $625 mil- 
lion in South Florida this year are heavy tv viewers 

^ Contrary to what some believe, sun worshippers 
don't desert the television screens, new survev shows 

I his \ear. about five million vaca- 
tioners will descend on South Florida 
and leave in their wake an estimated 
1625 million. What is of special sig- 
nificance in these statistics to adver- 
tisers and agencies is that nine out of 

10 of these sun-followers have a place 
In watch television. 

This market — a mobile, transient 
one — has been in motion for a long 
time. Research, for the most part, 
has passed it by. As a market with 



"SUN, SURF, SALES" is title of WTVJ re- 
port that demonstrates efficiency of tv adver- 
tising on vacationers in Florida's "Gold 
Coast." While water skis dry, the recent rid- 
ers relax with tv in hotel or motel rooms. 
Below: tourists watch tv in motel recreation 
room. Above: In such Miami Beach hotels, tv 
in every room is practically a "must" today 

roots that hold fast for 48-50 weeks j 
of a year, tourists have been measu 
and studied on their home grour 
But once the gypsy strain she 
through and the pleasure caravan 
gins to roll, they acquire new cl 
acteristics, new motivations. 

Now a study of tourist charact 
istics in relation to advertising 1 
been made in Southern Florida, 
section often referred to as the "G 
Coast" which stretches from Pi 
Beach down through Miami to 

Television station WTVJ, Mia 
commissioned two research organi 
tions to conduct a pair of studies tl 
have emerged in a final report pres« 
tation which WTVJ calls "Sun, Si 
and Sales." 

One was conducted by ARB S 
veys, Inc.. an affiliate of Americ 
Research Bureau. Its purpose: to i 
termine general characteristics of t 
South Florida tourist and the level 
his exposure to tv. The second stu 
was by Dr. Reinhold Wolfe, direct! 
of the Bureau of Economic and Bit 
ness Research at the University 
Miami. Dr. Wolfe's project: to stu 
the penetration of tv viewing fac 
ties among tourists-only, how ma 
sets and where they were locattj 
Both survevs were conducted ]\ 
spring. ARB conducted 1,406 p 
sonal interviews. The tourist-only j 
count by Dr. Wolfe's bureau result! 
from polling 65% of all motel a 
hotel facilities in the area. 

Here are findings from the \^ T\ 
commissioned studies: 
The area: The South Florida area 
eludes such vacation spots as W 
Palm Beach. Ft. Lauderdale. Deln 
Hollywood, Homestead, Key \v 
and. of course, the twin giants — ^ 
ami and Miami Beach. Here live soi 
1.7 million permanent residents, a 
they are currently being joined 
about 60,000 new families per ye 
who come to reside. 
The natives: Contrary to popu 
opinion, the permanent population I 
South Florida is made up of relati\f 
ly younger people. The "over-6 
age bracket is substantially low 


9 JANUARY 19( 

'Uthan the national average. Majority 
"of the newcomers are young marrieds 
who have not yet completed their 
families. School enrollment has dou- 
bled in the last 10 years. 
The vacationers: An estimated five 
million vacationers will visit South 
Florida during 1960. The combina- 
tion of these visitors and the perma- 
nent population produces on an aver- 
age single day a total population 
greater than that of Washington, D.C. 
1 1.980.000 vs. 1.950.500). 


About 65% of these tourists will 
come from the Middle Atlantic states 
and from the East North Central re- 
gions (New York, New Jersey, Penn- 
sylvania, Wisconsin, Michigan, Illi- 
nois. Indiana and Ohio). The next 
largest group (11%) comes from 
New England. Only about 1% come 
from the West Coast. 
How they come: 48% of the tourists 
come in their family cars, 30% ar- 
rive via airlines, 20% take a train, 
and 2% come by bus. These differ- 
ent transportation modes appear to 
have some relation to where the tour- 
when they arrive in South 

orida. Tourists arriving by airlines 


i>ts stav 

usually stay in large hotels; only 15' , 
. stay in motels. But with tourists who 
come by auto, about 50% stay in 
motels, only about 10% in hotels. 
Most of those who arrive via train or 
bus stav with friends or relatives. Be- 
tween 10% and 20% of the train-bus 
travelers stay in motels. 

Many of the tourists, regardless of 
how they arrive, rent apartments — es- 
pecially if their stay will be fairly 
long. (30% rent apartments.) 

As of July, there were 2,142 mo- 
ll/ tels and hotels of all sizes within the 
Gold Coast" area; 1.105 of these 
are Avithin the Miami-Miami Beach 
In addition, there are. in the 

ea I 

« ■ - area. 

"Gold Coast," an estimated 43.030 
apartments that are normally occu- 
pied by tourists only. 
Tv set count: Both surveys commis- 
sioned by WTVJ came up with esti- 
mates of total television sets within 
this South Florida area that are avail- 
able only to tourists. Dr. Wolfe's U. 
of Miami Bureau estimated 65,707 
tourist-only tv sets, while the ARB 
estimate was 67,865. 

Both these estimates exclude tv 
i sets in bars and restaurants. 




9 JANUARY 1960 

WTVJ, for its presentation, has 
picked a figure between the two esti- 
mates. They give 66,500 receivers as 
the tourist-only tv set count. 

Among permanent residents in this 
South Florida area, the 1 January 
1960 tv home count is estimated at 
462,100, according to A. C. Nielsen 
Co., updated from its NCS#3. The 
tourist-only set count plus the perma- 
nent resident tv homes makes a total 
of 528,600 as a new base in evaluat- 
ing this section's media. 
Where sets located: More than one 
out of three (36.5%) of all "Gold 
Coast" hotels and motels have tv sets 
permanently installed in their rooms. 
Such installations account for 59' { 
of the total 66,500 tourist-only tv sets. 

Tv circulation: Of the five million 
vacationers who will hit South Flor- 
ida nine out of 10 will have access 
to tv viewing. 

Of still more significance is the fact 
that, according to the WTVJ surveys, 
two out of three (66%) will watch 
tv. They will do their viewing mainly 
in their own room or quarters, with 
motel or lobby or recreation room 
representing the second principle 
viewing point (47% in own rooms; 
40 a in lobbies or recreation rooms). 
Only a small percentage will watch tv 
in bars or restaurants or at homes of 

Tv viewing characteristics: Women 

tourists do slightly more viewing than 

(Please turn to page 69 > 

;■-■ : ■ ■ ■; ^'.. m ■■ iiii' ■iiir ' ■■:;;■ i", :i;- mi: ■- ^iii: ■■|i!, 'ih, 1 ',^, nil. ':;': ,rii Mi: i!' ■-■■ 'I'- ::'■.,;■'■ .iT 



ABOUT 66,500 tv sets are available to tourists alone in 
South Florida. Added to permanent residence tv home set 
count of 462,100, this makes the total for area — 528,600. 


ONE OUT of three South Florida hotels and motels have tv 
sets permanently installed in rooms. Only 2.4% of all tourist- 
only sets are in hotel-motel lobbies, bars or recreation rooms. 


TOURIST-ONLY apartments (of which the "Gold Coast" 
area has some 43,000) represent 22% of all tourist sets. About 
16.6% of tv sets are in trailer homes, rooming, rental homes. 


TOURISTS, who daily will swell area's total population to 
1.98 million, will spend some S625 million during 1960. Big- 
gest expenditure (29%) is for groceries, foods and beverages. 


NEXT BIGGEST slice of $625 million jackpot goes for lodg- 
ing ( 24' V ) . After that, in order, come clothing, gifts, souve- 
nirs, drugs, cosmetics, tobacco, gas, oil, services, amusements. 


MOST POPULAR tv program fare among vacationers, ac- 
cording to WTVJ studies, are: news, weather, westerns, dra- 
mas, variety. Average age of tourists is 47. median age is 45. 




^ Adam Young polls agencies, finds most believe 
Advertiser Areas should replace other measurement 

^ Survey shows up to six different coverage areas 
now used in radio research for many major markets 

I wo new studies, recently released 
1>\ \dain ^ oung, Inc.. station repre- 
sentatives, have called attention to a 
confusion in research standards which 
i- widel) prevalent in modern radio, 
and to the need for uniformity in 
area definition, based on advertiser 
requirements rather than station sig- 
nal patterns. 

What the rep firm terms the "First 
Advertiser-Oriented Research" for 
radio covers special "Advertiser 
Area" studies for Pittsburgh and 
Tulsa made by The Pulse Inc. 

Significant in these reports is that 
Retail Trading Zones are used as a 

basis for determining station audi- 
ences, rather than either Metro Areas, 
or countv areas fixed by individual 
station coverage patterns. 

The choice of Retail Trading 
Zones as Advertiser Areas was 
made by Adam Young, Inc. after con- 
sultation with more than 80 adver- 
tising agencies, coast to coast. 

Comparison of Advertiser Areas 
for both Tulsa and Pittsburgh shows 
a marked contrast with the Metro 
Areas currently surveyed by Pulse 
and Hooper, and with many other 
special studies. 

In Tulsa, for instance, The Metro 



Pulse one-county report 
Pulse Metro (per-county) report 
Pulse Advertiser area report 
Pulse 15-county report 
Hooper Metro area report 
ISielsen (see note) 



Pulse Metro area report 
Pulse Advertiser area report 
Pidse 61 -county report 
Hooper Metro area report 

III these sen ices, by recognized research firms use dif- 
i '-rent area bases for reporting on radio in major markets. 
Though Nielsen does not surrey these markets for radio, 
many agencymen try to combine NCS #2 and other data. 


Area covers only Tulsa Count) 
while the Advertiser Area i Retail 
Trading Zone l comprises 21 countie 

In Pittsburgh, the Metro Area reg- 
ularly reported by Pulse covers fou 
counties and the Advertiser Area in 
eludes 10 counties. 

Further confusion in both market-* 
is compounded by the fact that aj 
number of stations regularlv commis 
sioned research based on other are; 

In Pittsburgh. Pulse alone is pre 
paring three studies on a regulai 
basis — 1 1 its regular Metro Area re- 
port 2 1 a special one-county report 
for station KQV 3) a special 15- 
county report for station WDKA. 

A similar situation prevails in 
Tulsa (see box) and in many othet 

In Omaha, Nebraska, four radi 
stations have prepared special radio 
listening research based on four dif 
ferent coverage patterns. 

The Young firm points out tha 
"each report is valid insofar as re 
search techniques are concerned. Rul 
they do pose a considerable problen 
for the timebuyer who must evaluatf 
each in terms of the marketing re 
quirements of a specific advertiser. 

To reduce timebuying problem: 
and to tie area studies more closel 
to advertiser needs, Adam Youn< s 
proposes that the Advertiser Are; 
(Retail Trading Zone) definition bi 
made a standard for future radi. 
coverage surveys. 

In its recommendations, Youm 
says : 

1) We hope that Advertiser Area 
will provide a common denominato 
upon which to evaluate the quantita 
the values of radio stations .... 
denominator that is larger than th< 
customary metro area which handi 
caps radio with respect to newspapers 

2) Advertiser Areas provide thi 
measurement on a basis selected no 
by the stations but by the advertisei 

3) Advertiser Areas should en 
courage more money for radio re 



9 JANUARY 196< 

5 ! 


J.-U_.LJ-.X_l x .L.J3Z^Q5=f 

*"' mmt \wxci *u»u* mwt mt J cam [ j B— IW K^»|^ ^ J 

1. 61-COUNTY SURVEY pre- 
pared annually by The Pulse 
for station KRMG. The extent 
of this area is in sharp con- 
trast with the more usual 
metro areas measured by 
Hooper and Pulse but is 
typical of much radio cover- 
age research that is orig- 
inated by stations, rather 
than by radio advertisers 


2. METRO AREA is basis of regular Pulse reports, 
covers only Tulsa County. Hooper surveys non-toll 
telephone area, which is substantially the same 

i i 




r-pirch since stations will realize that 
ch surveys carry a greater degree 
i acceptance than surveys specific- 
j tailored to their coverage char- 
eristics. The norm will no longer 
{ the biggest area, but will be right- 
dy the "area of maximum adver- 
er interest." 

4) Advertiser Areas will provide a 
tter means of comparing radio with 

5) Expansion of these Advertiser 
eas studies into the top 100 mar- 
is would remove the necessity for 
ure coverage studies since over 
% of all U.S. counties could be 
;asured on a regular basis. 

6 1 The need for using coverage 

ta such as NCS #2. which is over 

ee years old. or formulae such as 

s SRA formula would be un- 


7 1 Advertiser Areas will build 

"ater confidence in the tools for 

3. ADVERTISER AREA, proposed by Adam Young, Inc., after consultation with 
80 agencies, comprises 21 counties in Tulsa, and is based on the market's 
Retail Trading Zone, a standard generally used by newspapers in selling. 


measuring radio effectiveness which, 
in turn will result in expanded use of 
the medium by advertisers. 

An examination of the Pulse-pre- 
pared Advertiser Area studies for 
Tulsa and Pittsburgh shows, of 
course, wide variations from the 
station listening patterns shown in the 
Metro or Special Studies. 

In answer to the question. "What 
about the stations whose coverage is 
significantly larger or smaller than 
the Advertiser Area?" Frank S. 
Boehm. v. p. for research at Adam 
Young. Inc. sa\s. "We know that 
with the emphasis on maximum com- 
munity service, most radio stations 
today are not particularly effective 
beyond their retail trading areas. 

"However, should a powerful sta- 
tion wish to have a survey taken in 
its entire coverage zone, this would 
be possible just as it is now. We be- 
lieve, though, that the burden of sell- 



9 JANUARY 1960 

ing any advertiser on this special 
survey should be up to the station. 

"Id the case of the local 250-watter 
the same would be true. The station 
would have as a sales tool the regular 
Pulse and Hooper metro area studies. 
It would be up to the station to con- 
vince the advertiser that, for some 
reason a portion of his budget should 
be concentrated in this smaller area. 
I For example, the bulk of effective 
buying power or population might be 
concentrated within the metro area. I 

"We are convinced, however, that 
introduction of Advertiser Areas as 
a standard method of coverage meas- 
urement would work for the good of 
radio as a medium, and would be ap- 
plicable and proper in the majority 
of cases." 

Young sums up its case by asking 
agencies. "Why should radio be short- 
changed when newspapers use a Re- 
tail Trading Zone definition?" ^ 



^ That's the way listeners describe Mage Mager's 
radio personality, and what sold reliability image 

^ Decade of personally delivered commercials upped 
Kansas City neighborhood store to city-wide operation 

^^end out a new 21 -inch tele- 
\i-i(.n set. Mr. Makers sounds like 
the type of person Id like to do busi- 
ness with . 

The Vesto Co. of Kansas City. 
Kan., doesn't receive this type of 
telephone call every day in the week. 
Most of its customers come in and 
look "\» j r the tv sets, hi-fi equipment 
and electric organs before they buy. 

Nevertheless, that recent phone 
call illustrates the corporate image 
that store owner Mage Magers has 
built with a decade of personally de- 
livered radio commercials. 

Virtually from the start. Vesto's 
Mr. Magers relied on radio to get 
across the desired image of friendli- 
ness, capability, reliability and sen- 
ice. And the bulk of Vesto's adver- 

tising budget has consistently been 
earmarked for radio. Currently, the 
annual share is $12,000. 

The company has grown from a 
suburban North Kansas City opera- 
tion to the point where, as Mr. Ma- 
gers puts it. "Thanks to radio, we 
sell and service customers through- 
out the entire Greater Kansas City 
area. We have even made sales to 
residents as far as 300 miles away." 

Vesto's continued growth is evi- 
denced in the latest tabulation for 
the key September-December selling 
season. This v ear's sales are roughly 
double those for the same period last 
vear — "This, in the face of quite 
severe setbacks in our area in tele- 
vision set sales."" says Mr. Magers. 

Mr. Makers commercials are thor- 

oughly imbued with the personal 
touch. In his "folksy, deep, almost 
gravel-toned"' voice he ties in h- 
commercial message with currenl 
local events. Often he includes refer- 
ences to his family, such as a re- 
minder that the voice customers wil 
hear when they call the credit de- 
partment is that of his wife, who is 
credit manager. Mrs. Magers. theii 
son, Bruce, and their three-vear-olc 
grandchild have all participated in 

For Vesto and its agency. Merritfl 
Owens. Inc.. programs in traffic tin e 
have proved the most effective frame- 
work for Mr. Magers' messages. Thev 
prefer programs to spot schedules on 
the rationale that the former affordl 
more commercial exposure at 
time. And they emphasize traffic tin e 
because adult males are considered! 
their prime customers. 

Y\ ith the ever-increasing populari-t 
ty of traffic time, however, it has In- 
come difficult to buy a whole traffiq 
time program. For three vears Vesto 
held onto a 15-minute late afternooni 
d.j. show over KMBC. Mr. Magers was 
on hand for live, ad-libbed commer- 

SELF-DELI VERED radio commercials is the way Mage Magers builds an image of reliability for his Ves+o Co. in Kansas City. Shown at tapirjt 
session (l-r): KCMO engineer Ken Young, Mr. Magers, Merritt Owens ad agency acct. exec Friti Lisec and station personality John PearscnH 


?ials in dialogue with the d.j. An 
?xtra dimension came from the d.j.'s 
"after-ego,'" a whimsical character 
cnown as "OF Gus," whose intermit- 
ant heckling provided color. 

This show has led to an in-store 
nerchandising aid still in operation. 
7 eatured items at Vesto bear a plac- 
ard with a cardboard bust of "01" 
jus" and the label "An '01' Gus 

Vesto was able to reach a new 
audience with its message when the 
KCMO 7:55 a.m. daily newscast be- 
;ame available last September. Since 
:hen Mr. Magers has taped his com- 
rmercials. with introduction and tag 
supplied by a regular announcer. 
As an experiment. Vesto also 
•ought four one-minute participa- 
tions on a new simulcast show over 
iKCMO-AM-FM Sunday afternoons. 
'It has used the program primarily to 
promote the sale of Magnavox's Stereo 
Theatre combination tv, stereo, am 
and fm. The theory behind this ap- 
'•proach. as stated by Merritt Owens 
account executive Fritz Lisec: "A 
how utilizing two of the set's fea- 
tures instead of only one gives an 
•extra boost to the pitch." 

The simulcast purchase was made 
with the heavy fall selling season in 
mind. However, its encouraging re- 
sults have advertiser and agencv fur- 
ther evaluating the technique in terms 
wf their year-round campaign. 

From time to time Vesto engages 
in special public relations efforts that 
tie in with radio. For example, when 
color tv had its start in Kansas City 
the store set up demonstrations and. 
in its radio commercials, invited area 
ladies' clubs to attend. That cam- 
paign brought approximated 4.000 
women to the store over a four-month 
period, most of whom were paving 
their first visit to the store. Vesto 
reports that many of the ladies have 
been added to the regular customer 

This year. Vesto has for the first 
time included newspaper advertising 
in its previously all-radio media line- 
up. Savs Mr. Lisec, "Our years on 
the radio have so familiarized Kan- 
sas City with the store that we are 
now able to use small newspaper ads 
(about 12 column inches) as an 
effective supplement. ^ 

A BANKER, a druggist and a grocer join the Air Force and KMTV, Omaha, in a formula for 
local institutional tv. They are (I to r) Dick Barrett, KMTV; John Johnston of Wolber Pharmacy; 
Col. Gunter, SAC; Charles Reed of Bank of Bellevue and Bob Baker of Baker Supermarkets 



9 JANUARY 1960 

^^elling institutional programs to lo- 
cal merchants is easy. At least, so 
savs KMTV, Omaha, in the case of 
an SAC tribute it sold recently to the 
Bank of Bellevue, Baker's Super Mar- 
ket and Wolber Pharmacy. 

Ever since the SAC moved into 
Bellevue eight years ago, the area has 
boomed. Hence the special impor- 
tance of SAC people to local mer- 
chants, and their willingness to spon- 
sor documentary programs with insti- 
tutional commercials. 

Two of KMTV's three advertisers 
on the show were using tv for the 
first time: Baker's Super Market, and 
Wolber Pharmacy. The third spon- 
sor, Bank of Bellevue. was on tv for 
only the second time. 

The program itself. Parlodel, was 
filmed under the direction of KMT\ 
news director Jim Roberts by news- 
men Jack Anderson and Dave Ham- 
mer on an actual 2.700 mile training 

Each of the three advertisers used 
its commercial in a different way. 
The bank took an appropriately for- 
mal approach, the pharmacv took a 
personal approach, and the chain 
store took an attitude that combined 
elements of both. 

Bank president Charles S. Reed 
called the telecast an unusual oppor- 
tunitv for a local businessman. He 
said: "Vie were 100T satisfied. Our 
aim is to be good neighbors and to 
remind them we are here for service." 

Johnny Johnston, pharmacist and 

partner of \^ olber Pharmacy, ap- 
peared on camera during his com- 
mercial, although a station announc- 
er delivered the message. His excel- 
lent relationship with SAC people was 
further enhanced by the special tele- 

And Abe Baker, president of Bak- 
er's Super Markets, reported a favor- 
able customer and employee reaction 
to Payload. Commercials for his two 
stores came midway between the in- 
stitutional approaches of the other 
two sponsors. 

Since Mr. Johnston and VIr. Baker 
were using television for the first 
time, their reactions are particularlv 
noteworthv because of their general 
significance for other local merchants 
who mav be considering using the 

The druggist and the grocer were 
both thoroughlv satisfied with their 
show. Mr. Johnston said. "As an in- 
stitutional piece of advertising. Pay- 
load could never be surpassed." Mr. 
Baker said he had aimed for the ob- 
jective of making friends for bis stores 
and at giving the SAC men a well- 
earned "pat on the back. 

Important cooperation in filming 
the show was provided bv Lt. Col. 
Lester Gunter of the 34th Aerial Re- 
fueling Scjuadron. 

The occasion for the telecast was 
the 34th squadron's first anniversary. 
Half-hour program used 14 hours of 
film shooting which took eight hours 
to edit. ^ 


As I960 buying gets on its way, SPONSOR ASKS: 

How can stations develop 

more national 

With many major advertisers 
firming up their first quarter 
plans, station men review cur- 
rent business trends and discuss 
methods for increasing billings 

W. Thomas Hamilton, acting general 

manager, ff\Dl £ FNDU-TV, South 

Bend. Ind. 

W riting about how station* can get 
more national business is. in the case 
■ if individual stations, like trying to 
help solve someone's problems with- 
out knowing what the problems are. 
However, there are some ground rules 
that station management can briefly 
run down to see what areas might 
I>e accentuated or changed for better 

\- in all salesmanship we must first 
presume the salesman has a good 
product That the house is in order 
concerning ratings, etc. 

\\ e reach people who are influential 
in bringing a station more business 
through — 

1 • Station reps. Certainly we all 
pick the rep we feel can do the best 
job for us. but do we supply him 
continually with the total informa- 
tion he needs ? Information on mar- 
ket conditions, new programing, on 
air audits of competition and other 
banc information should be continu- 

al eep rep 
as to market 
programing, etc. 

ally Bowing to the rep. If we do a 
thorough job on this they will do a 
better selling job for us. 

2' Persona] calls on agencies, local 
ri-pre:»entatives or national companies. 

The latter in this group I think we 
iall) overlook. Certainly a lot of 
busini - i ould be gotten if the local 
distribul i in there pitching for 

a rapport in a market for a better buy 
on their own station over the compe- 

tition. As for agency calls. I feel they 
can be very beneficial if a few simple 
rules are followed. '"Call only on the 
agencv whose account is a solid pros- 
pect: call by appointment with the 
rep along: if the client is being con- 
tacted, tell the agency: have a pre- 
thought out presentation: give new 
information on the market on other 
media in the market and "positive" 
sell against other stations: give onlv 
facts not readilv available to the 
buver from his file: when you have 
finished your organized pitch and 
answered questions — take off. 

3 i Trade advertising. A lot of us 
sell advertising to everyone but our- 
selves. Trade ads reach many people 
that cannot possibly be reached in 
any other way. 

4 1 Publicity. Many times a pub- 
licity firm can be the best contact in 
the world between a station and the 
media that needs information on 
what's happening in the field. 

5 1 Station presentations to buyer 
groups. If you want to get the news 
on something big over in a hurry or 
if your material can be better pre- 
sented by using large visual displays 
or video tape then the group meeting 
is a natural. 

These are the major ways I know 
to reach the people who do the buy- 
ing. Every station certainly does not 
have the resources or personnel to do 
an adequate job in all — and even if 
thev did. there are still certain mar- 
kets who will get business because of 
their inherent size. But FCC figures 
indicate that the biggest spot billings 
don "t alwavs come from the biggest 
markets, so someone is doing a good 
selling job and has established a 
memorable image on buyers minds. 
The individual station must decide 
which methods it can employ and to 
what extent. 

Thomas P. Chisman, pres. & gen. 

mgr. W\ EC-Tl . \ortolh-Hampton. Va. 

The fact that the "best tv buys" are 
not alwavs the ones that national ad- 
vertisers finally select can be quite 

disillusioning to a broadcaster. Often 
you run up against general inertia in 
the agencv where it's just too much 
trouble to check into figures that 
might prove your station has a better 
buj than the competition. 

Another formidable barricade in 


selling the value of your station 
against the opposition is the Frequen- 
cy Discount situation. A national 
advertiser often remains on a station 
for a long period of time because of 
the discount advantage he builds up 
despite the fact that his product is 
not reaching the audience or creating 
the sales pull that it should. 

How to overcome such problems is a 
tough, continuing job that never ends. 
It is a job that requires constant 
promotion and publicity on the part 
of the station manager and his staff. 
It is a job in which a close liaison 
with the station's representative is 
absolutely essential and one in which 
the station representative must make 
more than a casual pitch to sell the 
potential of the station. 

It is imperative that the station 
reps have complete information about 
the station it represents, including its 
facilities, programing, merchandising, 
promotion and supplementary advan- 
tages provided bv the station and that 
more imagination be utilized in pre- 
senting these fact-. 

Above all. a station's image and ac- 
ceptance in its market and the repu- 
tation the station has built in its com- 
munity over a period of time should 
be clearlv defined for the agency. 

A closer evaluation of the quality 
of a stations operation by the time- 
huver could easily make the differ- 
ence in a campaign s success or fail- 
ure in a market. It is unfortunate 



9 JANUARY 1960 


>ul true in some instances that the 
tgency that takes the "real deal" that 
an't be duplicated by a station oper- 
ating on a quality basis, winds up 
vith its announcements being triple 
uul even quadruple spotted. 

In a truly competitive situation, the 
station that operates on a high qual- 
ty level in all of its dealings, will 
eventually capture more than its share 
tf the national sales from the selec- 

lve agencies. 

Stanley L. SperO, v.p. in charge of 
sales, KM PC, Los Angeles 

It has always been the opinion here 
it KMPC that the best way to obtain 
wore national business is to provide 
the national agencies with vital infor- 
mation concerning the station, the 
jtnarket. and current success stories of 
various categories of advertisers. 

It is our feeling that advertising 
agencies, both in the media depart- 
ment and the accounts section, should 
have a complete, up-to-date file on a 
station's personality. For example, an 
agency should be supplied with cur- 
rent information regarding a d.j. per- 
sonality and his approach to his spe- 
cialty; the news department and how 

agencies with 

it operates; and the sports coverage 
delivered by the station. In other 
words, if we are dealing with a per- 
sonality station, it is important for 
our customers to know who these per- 
sonalities are and why they are im- 
portant to an advertiser. 

It is fortunate for us who live in 
Southern California to be in a mar- 
ket that is enjoying tremendous 
growth. However, whether you live 
in Southern California or any other 
area, it is vitally important that a 
(Please turn to page 67) 



Coverage, metro areas 
get a rival in first 
Advertiser Area Survey 

A milestone has been reached in radio re- 
search, now that The Pulse Inc., has published 
results of the first Advertiser Area Radio surveys 
of the Tulsa and Pittsburgh markets. These studies 
were initiated by Adam Young Inc. From our 
previous editorials you may recall that "Advertiser 
Areas" are delineated by objective-minded advertis- 
ing agencies, not promotion-minded subscribing 
stations. And they are based upon advertiser con- 
siderations, not station signal patterns. 

Adam Young 


9 JANUARY 1960 

Adam Young Inc. invested considerable effort and expense in this 
new advertiser-oriented research. Why? First, because in the so-called "area 
study," research and promotion have too easily and too frequently been 
confused. (In a given market, there may be as many coverage area surveys 
as there are stations — all valid as to research techniques. But from among 
all the surveys available the time-buyer has none which gives him his area 
of maximum interest.) 

Reason two: Regularly-scheduled metro area surveys short-change radio 
vis-a-vis newspapers which use a Retail Trading Zone definition. Can news- 
papers, with their limited circulation be as effective as radio in reaching 
people of the growing suburban areas? 

What the new studies mean: 

1. Common denominator for evaluating all radio stations quantitatively. 

2. More equitable comparison of newspapers, since Retail Trading Zone 
and Advertiser Area are roughly in agreement. 

3. Greater acceptance than surveys "tailored" to individual stations' 
coverage characteristics. (As more stations realize this, they will invest 
more — and more wisely — in radio research.) 

4. No further need to use over-3-year-old coverage data or formulae. 

5. Expanded use of radio, as confidence grows in tools for measuring 
the medium's effectiveness. 

6. Future coverage studies would become unnecessary, if the Advertiser 
Area concept catches hold. Pulse is prepared to expand it into the top 
100 markets in which case over 75% of all U. S. counties could be 
measured on a regular basis. 

7. The first time in history that advertisers — not stations — have deter- 
mined areas to be surveyed. 

Available: Limited number of these first two Advertiser Area Pulse 
reports for distribution to advertising agencies and advertisers. With it we 
will send an analysis which goes into greater detail than our space here 
permits. No charge or obligation. 


Representing all that's modern and effective in radio today 



Affiliated with Young Television Corp., Young Canadian Ltd. 



I inform, interpret, analyze, advise, question, compliment and 
complain. I am the heartbeat of your industry. 

As my issues tick by, I record the pulsations of your industry — 
its strengths and weaknesses, its triumphs and failures, its hopes and 

I live to serve. I live to serve your industry that is also mine. 

My sense of service means many things. More than just words- 
in-print to keep you posted, my sense of service also means projecting 
the significant facets of our kaleidoscopic industry in sharpest focus 
for all to see. 

It means fighting for industry advances, sometimes in the face 
of bitter opposition. 

It means providing you with fact-and-figure tools to help you 
do your job better. 

It means painting a positive picture of our industry, a picture 
so plausible that even the most carping critic cannot deny its validity. 

It means adding moral stature to our industry Avhether theissue 
be Code compliance, rates, or ratings. It means a personal code of 
conduct that permits me, with clean hands, to urge highest standards 
on our industry. 

I am the heartbeat of our industry. As you can see, I am also 
its conscience. 

How well I do my job only you are qualified to judge. 

I am proud to be your trade paper. I promise to serve you in 
every way at my disposal. 


How well SPONSOR does its job is partially 
revealed by agency-advertiser surveys of 
reading preferences. We'll be happy to send 
you summaries of the two latest. 

Capsule case histories of succea 
local and regional radio campai. 



SPONSOR: Bull's Hobbj Shop AGENCY: Direct 

Capsule case history: Hull"? Hobby Store of New Haven 
has a schedule on WELL of the same city, which consists of 
single one-minute spot Friday mornings and ten 20- 
md -pots -pread over Friday afternoon and evening and 
Saturda) mornings. In a recent test Hull"s ran a special on 
electric train sets on WELI exclusively. The announcements 
specified that the trains would be offered on Saturday only. 
The following da\ turned out rainy and windy, but at 8 a.m.. 
one hour before Hull's opens, a crowd had gathered in front 
of the shop. By 8:30 the line extended around the corner. 
Owner of the hobby store. Mr. Hull, reported. "About 100 
train sets were sold, and store personnel were able to "up- 
_iade" a large percentage of customers to more expensive 
items and thus further increase sales." This was the best 
Saturday business Hull had ever had. outside of one Christ- 
mas weekend in 1958. Even better, according to Hull, some 
50' i of the customers had never been inside the store before. 

W ELI, V-w Ha\en Announcements 


SPONSOR: Mahd> Construction Co. AGENCY: Direct 

Capsule case history: To stimulate traffic to TMP Homes 
in Mountain Meadows, built bv Mahay Construction Co. of 
LaMesa, Calif.. KGB of San Diego, proposed a special pro- 
motion: a KGB Open House in which all KGB am and fm 
personnel would participate. Called "KGB Money Tree Open 
Hou^e." KGB placed an 8-foot, white Christmas tree in the 
li\ inti room of one of four model homes and literallv 
ered it \% ith new one-dollar bills. A schedule of spots 
promoted the tree and listeners were invited to join KGB 
and TMP Homes for the "KGB Money Tree Open House" 
Saturda] and Sunday. 12 and 13 December, register for the 
tree, meet the KGB family, receive a picture of the staff. 
'I Christmas greetings for broadcast the following week, 
ewed by KGB"s remote unit, which was on the 
ine hour- Saturday and Sunday. No other form of 
as u-ed. The campaign was such a success that 
ins for another and similar promotion soon. 
KGB, \nnouncements 


SPONSOR: Gold-tein-Chapman -EV V: D 

Capsule case history: Goldstein-Chapman of Omaha, 
women's apparel store, had not used any radio adverti 
for awhile. Then, the store decided to trv a spot campa 
for one month on KOWH. Omaha. The schedule was 
fifty 60-second spots on a run-of-schedule basis, to 
between 8:30 a.m. and 5 p.m. Announcements were read 
by the K0\^ H staff, and the results of the campaign w 
immediate. After only several spots, listeners started phoni 
in orders for the various advertised items. Resu!:- 
equallv apparent in the store itself. In-store traffi 
period jumped many-fold and has been sustained - 
Herman Goldstein, owner and manager, told KO^ H t 
the schedule showed that broadcast could sell better tk 
other advertising. He felt, in particular, that disk joekj 
Bud Yurrv. George Lester. Dean Reeter and Bob Dayj 
"gave the spots the personal touch that advertising neec 
The store has since renewed a similar schedule on KOV! 

KOWH, Omaha 



SPONSOR: A. J. Logan Co. AGENCY: Di 

Capsule case history: The A. J. Logan Co. of Pittsbu 
for many years has been manufacturing mattres— ■ 
various house brands. It has also been selling its own bra 
Spring Air. but not pushing it. The manufacturer decide 
give it a whirl and bought four weekly half-minute spot 
^ \^ S\^ at 7:30 and one at 8:45 a.m. in the Good Morn 
To } ou show. The transcribed announcements feature 
long-ringing alarm clock. Inside of a few weeks, four do 
town Pittsburgh department stores, instead of one. » 
carrying Spring Air and the company had greatly 
it- -urburban distribution. So many customers asked for 
mattresses after hearing the \S \^ S\^ announcement? that 
stores contacted A. J. Logan Co. for the line. The manuf 
turer was overwhelmed with these results and subsequel 
placed a regular schedule with the station. \\AY;>\S '- ci 
paign became the first big step in the successful promo' 
of the Spring Air mattress in retail stores in thi- ai 

\\ \\ SW, Pitt-burgb Annoui 


Audience Profile #3 

357,519 WWDC homes own 
at least one car . . . 13.5% 

above the total sample 
Washington, D.C. average. 
210,485 are 1957 or newer . . . 

17.9% above average.* 

*PULSE Audience Image Study— July, 1959 

. . . the station that keeps people in mind 


And in growing Jacksonville, Fla. — ifs WWDC-owned Radio WMBR 


9 JANUARY 1960 



I ( ontinued from page 3 1 1 

structure is settled. Call kath\ in 
and explain thai we start at 9 in- of 9:30 tomorrow; thai she 
must cancel two dates with apol- 
ogies, cancel lunch with Mar) 
Dowling at Ellington as 1 have to 
work straight through, correlate 
all Westminster stuff for Wendell, 
(lean up Quaker State spot radio 
>tuff tomorrow for sure. Kathy re- 
minds me that she is taking to- 
morrow off. had asked me at least 
two weeks ago and that this is the 
last day of vacation she has coming. 
Sigh and admit you'd forgotten all 
ahout it and of course she can go. 

Mort Reiner, Hicks & Greist, N. Y. 
The secret of buying spot partici- 
pations on local live kid shows is 
known to most timebuyers: be there 
first. For months, Reiner had been 
needling a particular New England 
station and Jerrv McNally of Blair for 
an evening kid show. 
9 a.m. Meeting with group a.e.'s, a 
regular Tuesdav morning session. 
9:35 a.m. McNally 's call comes 
through, leave meeting to take it. 
Sum total of McNally's informa- 
tion at this point: Bozo the Clown 
finally scheduled for an evening 
time period. No definite time slot 
or costs available yet. 
9:55 a.m. Wrap up discussion with 
a.e.'s, schedule another after 5 p.m. 
to finish session. 
10:05 a.m. Call client ad manager. 

Not in. Leave word. Urgent. 
10:10 a.m. Coffee break at desk, 

while reading mail. 
10:20 a.m. There it is! Client de- 
lighted to hear good news. Au- 
thorizes tentative o.k., pending full 
details. Meantime would clear with 
company marketing committee. 
10:30 a.m. Phone McNally. Ask him 
to hold participation till 5 p.m. and 
to obtain time and costs at once. 
10:45 a.m. Ad manager back on 
phone. Marketing committee says, 
"Fine, but what about time slot 
and costs? 
10:45 a. m. Phone call to McNally. 
"Jerry, everything hinges on actual 
time slot and costs — get back to 
me in a hurry." 

a.m. Interview with Philadelphia 
station rep (by appointment I to 
avails there. 
11:45 a.m. Dictation. 
12 noon. Lunch with station manager 

from Cincinnati and rep. 

2 p.m. Return calls, place several 
others, including one to McNalK 
(not back from lunch yet). 

2:30 p.m. McNally returns call. Has 
checked with station. Now knows 
exact time period. Satisfactory. 
But there is complication in pric- 
ing. Do we want to buy on pre- 
emptible or non pre-emptible basis? 
Cost may vary as much as 25-30%. 
Discuss pros and cons, including 
possibility someone would want to 
pre-empt us. McNally sees strong 
possibility of this. 

3 p.m. Phone client with new infor- 
mation, outline McNally's recom- 
mendation. In view of difficulty of 
getting good shows, recommend 
buying a non-pre-emptible sched- 
ule. Client will call back before 
5 p.m. with final decision. 

3:30 p.m. Work with assistant time- 
buyer and estimator on program 
for new client. 

4:10 p.m. Dictation. 

4:30 p.m. Client calls with final o.k. 
Non-pre-emptible schedule au- 

4:45 p.m. Phone McNally. We can 
both breathe a sigh of satisfaction. 

5 p.m. Attend postponed morning 
meeting with group a.e.'s. 
Next day, McNally shows up 

with a big, fat cigar for Reiner to 

celebrate the occasion. 

Norm Jackman, Campbell-Ewald, 

That the pace in the Midwest is no 
less hectic than on Madison Avenue 
is revealed in the day Jackman re- 
corded for SPONSOR. 
8:25 a.m. Deposited by elevator in 
reception lobby of Campbell-Ewald, 
fourth floor, General Motors Build- 
ing, Detroit. 
8:30 a.m. Begin preparations for 
9:30 meeting on special campaign 
for United Motors Service. Leaf 
through areas where UMS wants 
additonal battery advertising. Com- 
pile data on similar campaign con- 
ducted six months ago. 
9:15 a.m. Answer first phone call of 
day. Assure Detroit Edison a.e. 
he'll have schedule of stations 
which will most effectively cover 
client's area by next day. 
9:25 a.m. Step across hall to media 
director Carl Georgi's office for 
meeting on UMS campaign. UMS 
ad director Syd M. Cowan explains 
special campaign, emphasis on tv, 

augmented by radio and outdoor 
Buyers of all media present. Dis 
cussion of importance of consider^ 
ing all media prior to final deci-l 
sion. Back to office to compile! 
tentative schedules. 

10:45 a.m. Call from Larry Hara-i 
badian that L^MS list has hit sna 
with cost above tentative budget 
Suggests we compile figures for re 
vised budget to present to UMS. 

11 :30 a.m. Welcome station represen 
tative with manager from low 
station with disk jockey presenta 
tion. Listen to tapes. Thev sue! 
gest continuing talk over lunch. 

12:20 p.m. At lunch, inquire abou^ 
farm market programing, promise 
careful consideration of station ir 
future spot schedules. 

1 :30 p.m. Back to desk and stack ol 
pink telephone slips in corner ol 
desk pad. From WWJ-TV (Del 
troit) : "Pis call re 11 p.m. news! 
cast." (National Bank of Detroil 
decided on 11 p.m. newscast si J 
months ago, has been waiting ioi 
first time availability. ) Arrang* 
for station to meet with client, the« 
alert contract and radio and tv del 
partments on proposed programs 

2 p.m. Back to UMS battery cam 
paign budget. Phone interrupt^ 
again. Station manager in Mis 
sissippi asks to be considered il 
Chevrolet schedule. Explain schec 
ule arrangements, suggest he senij 
information about his station. 

2:30 p.m. With Harabadian, completl 
UMS budget using top tv statioj 
in areas concerned, then get tc 
gether with Dick Fischer on spc 
radio schedule to round out cani 
paign. Use agency's eight montl 
radio survey giving average cos[ 
per spot. Very accurate for quicj 
estimate of radio spot budget. 

3 p.m. Turn budget report and schec 
ule over to secretary for retypinj 
and presentation to UMS next da) 
then begin check of Detroit Ediso 
area coverage. 

3:30 p.m. A.e. for Goebel Beer callj 
w*ants complete list of radio anl 
tv stations on pro football schec 
ule for publicity release. Promis 
he'll have it next morning. 

4 p.m. Profitable half hour with Job 
Logan, CBS Tv Spot Sales, talkin 
over availabilities six months 
future. Clear up problem of ovt j 
lapping of network shows by r^ 

{Please turn to page 52) 



9 JANUARY 19fi 


the result: A most successful public service 

telecast with high viewer interest and sponsor appeal. 

\ skillful artery reconstruction surgical operation was recently telecast by K RON/TV and 
sponsored by Jenkel-Davidson Optical Company. It was the first of a series of medical 
)rograms to be produced by KRON/TV under the auspices of the San Francisco Medical 
\ssociation. • Great viewer interest was proved by the results of a special ARB coincidental 
survey, which gave this program a rating of 18.3 — more than the other three Bay Area TV 
stations combined! 







9 JANUARY 1960 



I ( ontinued from page 50 ' 

\ ising schedule of outlets. 

/ )0 p.m. Huddle with Georgi, Dick 
I ischer and Harabadian over spe- 
cial batter) campaign again, point- 
ing oul revision in t\ budget, selec- 
tion of radio stations, etc. 

5:10 p.m. Step into elevator with 
Fischer, conscious of good start 
on I MS batter) program and with 
menial note to check availabilities 
first thing tomorrow. 

Dick Gershon, Benton & Bowles, 

\ <-i< ) ork 

Getting a new Post cereal on the 
road was the major concern of the 
Gershon's day. Like all buyers at Ben- 
ton & Bowles, Dick buys all media. 
9 a. in. Breakfast pitch by TvB. 

10:15 a.m. Check with NBC Sales 
Service on network clearance for 
Fury in Schenectady. 

10:30 a.m. Confer with assistant. 
Tom Peschel, on progress of spot 
buy scheduled to begin shortly. 

10:50 a.m. Informal discussion with 
Petry salesman as to availability 
and cost of 30-second spot an- 

Buys More on 

"The merchandising effort 
made on our behalf by 
WKOW-TV's Merchandis- 
dising Department has added 
greatly to the effective im- 
pact of our spot schedule. 
Personal calls on dealers, 
a detailing of our program 
in merchandising letters, 
and the window display at 
the downtown studio have 
aroused retailer interest 
and support. This 'plus' 
service is greatly appre- 

H. H. Levenick 
Pepsi-Cola Bottling Co. 
Madison, Wisconsin 

''Thank you, Mr. Levenick, for this opportunity to prove 

that WKOW-TV sells best where they buy more." 

Ben Hovel 
General Manager 



TV- 61 

RADIO- 10 KW- 1070 

nouncements on his stations ar 
throughout industry. 

11:15 a.m. Put finishing touches ( 
recommendation calling for test < 
certain techniques of brand con 
mercial scheduling on net shows, 

11:50 a.m. Order network cut-ins c* 
General Foods shows through Civ 
TV for new Post cereal. Infor 
agency traffic department of ord< 
and ask them to send film to st 
tions on schedule. 

12:15 p.m. Lunch with tv represent; 
tive and station manager. Discu 
hors d'oeuvres, local politics, ar 
status of a syndicated film Po 
sponsors on his station. 

1 :50 p.m. Sift through one and folic 
half pounds of incoming mail, i jde 

2:10 p.m. Meet with Post Cerea] 
group — Quentin McDonald, Bo 
Diserens, Tom Mahon — to discus 
next year's media plan. 

3:30 p.m. See Bob Diserens aboi 
marketing strategy of new Poi 
cereal. Discuss importance of cold 
in copy treatment of new brand. 

4:45 p.m. Sign thank-you notes t 
stations that have given merchai 
dising assistance to Post Cereals 

5:15 p.m. Fill attache case with trac 
magazines and inter-agencv mem 

for evening reading. 


{Continued from page 35) 

month. Last week in December. '51 
tv time signals were tagged wit 
"Watch for Koehler's Miss Januarv 
Tags to the radio jingle also pi 
pared the way. Koehler's newspape 
advertising (CO inches per month i 
10 major newspapers, 30 inches i 
15 others) was tied into the contei 
which culminated in June when tl 
votes were counted. Then both tl 
radio tags and tv time signals can 
ried the same announcement: "Mii 
December, selected as Miss Koehl 
of 1959."' 

One tag, now in use, has a ve 
significant meaning. "Koehler s>; 
new sales record in 1959'' can 
traced largely to the impact of t 
company's high-frequency advert 
ing strateg) . 

In 1960, the company will ap] 
this formula a little differently, hot| 
ever. The time signals fin use n 
for two and a half years) will 
used in conjunction with 20-seco i 
spots, elaborating on the theme 

the time signal tags. 



9 JANUARY \9t 




in the 

iotional Association of Broadcasters 
ode Review Board 

(Spot Announcements) 












I L A T I N i! 

in the advertisers' interest, too. 

A clean slate is a good place to write any 
advertising message. WWJ-TV's deep 
sense of responsibility to its audience 
prohibits unworthy practices, maintains 
high regard for the station's integrity, 
and lends to every commercial the extra 
measure of believability that is so impor- 
tant to sales. 






Detroit, Channel 4 • NBC Television Network 

When you plan your 1960 schedules, 
specify WWJ-TV in Detroit— operating 
in the people's interest and, therefore, in 
your best interest, too. 


Associate AM-FM Station WWJ 
Owned and Operated by The Detroit Nevus 


9 JANUARY 1960 



; >: 







■ § SSW 




WGY will push your product better in the 
rich market area it serves: Albany — Sche- 
nectady — Troy, plus Northeastern New York 
and Western New England. We can back 
this up with a file of sales success stories — 
for details, contact your local Henry I. Chris- 
tal man or call WGY, Schenectady, N. Y. 


50,000 Watts • NBC Affiliate • 810 Kilocycles 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 



Copyright I960 



Probing radio /tv and trying to determine what to do about rectifying bad prac- 
tices continues to hold the Capital spotlight exclusively as far as the broadcast in- 
dustry is concerned. 

Of course, the Justice Department helped start the 1960 round off with a hang with its 
hardhitting report to President Eisenhower. 

The FCC this week let it be known that the 2700 radio stations that have already answered 
the query about payola said they're taking all safeguards possible against the thing hap- 
pening in their operations. 

Meanwhile the Harris House Legislative Oversight subcommittee is keeping its revelatory- 
powder dry — outside of occasional sidedoor dribbles to the press — pending the resumption of 
its hearings. 

Attorney General Rogers in his communication to the President — to get to the 
nub of his recital — recommended only minor legislation. 

These proposals included: 

1) Make it a Federal crime for station or network employees to accept payola, where pres- 
ent law holds only stations accountable. 

2) Give the FCC power to suspend licenses or renew them conditionally, where now the 
only punishment the FCC may mete out is the "death sentence" of license revocation. 

But, added Rogers, if these changes and vigorous enforcement of present laws don't work, 
Congress might want to consider empowering the FCC to regulate networks directly, 
and it might also wish to increase the FTC's powers to halt deceptive advertising. 

Rogers, likewise, called for "more timely and vigorous action by the regulatory agencies." 
He noted that while NAB code tightening is a good thing, self-regulation will not be successful 
unless the government agencies wish to protect the public interest by using their powers direct- 
ly and promptly. 

The Rogers report signals a much stronger Justice Department hand in broad- 
casting affairs all down the line. 

Justice, with the aid of the FCC, won a Supreme Court decision last year holding the De- 
partment to be the expert agency on antitrust matters. The President has demonstrated that 
he will rely on the Justice Department rather than on the FCC and FTC, not only on antitrust 
matters, but also for direction of administration policy on broadcasting generally. 

The Department is expected in 1960, aside from carrying the ball in urging tighter 
regulation of the industry, to begin cracking down with antitrust court actions. 

The FCC is expected to give final approval to a half -hour cut in network option 
time, and present indications are that as soon as this is done Justice will move in with a court 
action seeking to have option time tossed out entirely as an unreasonable restraint 
of trade. 

It is known that the Department is restless, wants to move, and has conducted extensive 
probes in various directions. But where it wall actually move first is purely conjecture at this 

Odds favor the option time action, and also favor a move against alleged talent agency 
monopolies of talent and programing. 


9 JANUARY 1960 


Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 



Copyright I960 



Studebaker (D'Arcy) has jumped into syndication with a six-city buy in Ne 
York State of ITC's Four Just Men. 

Cities on the Studebaker Dealer's line-up include New York, Albany, Syracuse, Bingha 
ton, Watertown and Plattsburgh. 

In New York, WRCA-TV will move Ziv's Lock-Up, a station purchase, to make worn for 
the automotive advertiser. 

Studebaker is the fourth automotive advertiser to buy into ITC's Four Just Men 
this year: others are Volkswagen, Renault and Chrysler (Mexico). 

Look for a big piece of new cigarette money to be spent in syndication during 

A cascade of new brands — including Duke, Alpine, Life and Spring — mean new spend- 
ing using tested syndication strategies. 

A review of what three brands are already doing demonstrate the choices the cigarette 
men have at their disposal: 

1) Easiest way to start into syndication is buying nighttime minutes within acceptable 
film shows, placing the business station-by-station. Camels has been using this for higb 
cost efficiency. 

2) Heaviest commitment to syndication is the pattern Raleighs used last year: Even 
tually it came down to full sponsorship in selected markets, the objective being maximun 
identification and impact. 

3) A compromise between advantages of efficiency and identification is Lucky Strike's 
alternate week regional pattern with one show, going into markets where satisfactory time car 
be cleared. 

The National Audience Board is undertaking studies to determine how audi 
ences react to scenes involving sex or violence in syndicated shows. 

One show being tested is Official Films' What Are The Odds? which starts on somi 
stations in January; producers are Leo Guild and Kenneth Herts. 

Testing method entails an analysis of ballots of sample audience. 

Promotion continues to be one of syndication's strongest trump cards. 

Witness what Ziv is preparing with Tombstone Territory: Awards to four distinguishec 
citizens in each tv market to be presented at the actual Tombstone, Arizona, locale. 

Tombstone Territory is now sold in 151 markets. (For show's latest sales, sea 
FILM WRAP-UP, Page 62.) 

Keep your eye on The Flagstones, the first animated situation comedy in half 
hour form, going on ABC TV next fall. 

The teamwork for the show comes out of Kellogg's successful experience with Huckle 
berry Hound and Quick Draw McGraw in national spot. 

Should Flagstones pay off in the ratings and commercials sweepstakes, an important nev 
use for film animation in programs might follow next season. 

Screen Gems has handled all three shows for Hanna-Barbera. 



FILM-SCOPE continued 

The possibility that WNTA-TV, New York, might drop its pioneering two-hour 
local dramatic tape show, Play of the Week, brought 15,000 letters from area 

Syndication hopes for the show rest partly on the list of national advertisers who have 
bought spots in the show. 

These include cigarettes such as Life, Newport, Kent ; cleaners such as Ivory Liquid, Mr. 
Clean; foods like Chase & Sanborn coffee and Fleischmann's margarine; and other advertis- 
ers including Alcoa, Reader's Digest, and Bufferin. 

20th Century-Fox's tv plans for 1960 include a heavy accent on comedy. 

At the moment the drawing boards call for more episodes of Dobie Gillis plus a new 
series to be called Split Level; writer is Max Shulman and producer is Rod Amateau. 

More than 350 tapes are broadcast weekly through syndication, if only the 26 
shows in regular syndication are added up. 

Actually there are many more local broadcasts of syndicated tapes, since dozens are in- 
formally exchanged weekly among stations. 

Furthermore, here is a list Ampex collected of new shows being readied for tape syndi- 


Atomic Submarine 
Bill of Indictment 
Emergency Ward 
George Jessel Show 
Guy Mitchell Show 
The Happy Time 
Juvenile Court 
Luncheon in Las Vegas 
Mark Brand 
Municipal Court 
Out of the West 
Town Hall Party 


Majestic Prods. 

KTLA, Los Angeles 

KTTV, Los Angeles 






Majestic Prods. 



Majestic Prods. 



Jonathan Yost 




KC0P, Los Angeles 




Jonathan Yost 



Jonathan Yost 



Women are doing more and more important jobs in the commercials field these 
days, especially in selling. 

Latest of the lady executives is Louise N. Stone, animation sales director for Robert 

Other women in commercials going into sales have previously come from casting, acting 
or production backgrounds, but Miss Stone is probably the first distaffer to be honored 
with a sales director's title. 

A perfect instance of video tape's ability to handle a fast-changing situation 
with ease was given last weekend by U. S. Steel (BBDO). 

With a Monday evening national telecast scheduled, U. S. Steel chief Roger Blough made 
tapes at Telestudios, N. Y., on the preceding Friday, only to find major changes in the status 
of the strike over the weekend. 

A standby unit with Blough made new tapes a few hours before the telecast as new de- 
velopments in the steel strike took place — a capability that would not have been possi- 
ble with usual film methods. 

•NSOR • 9 JANUARY 1960 



Copyrlfht IBM 



A round-up of trade taU:\ 
trends and tips for adme\ 


Don't think that top management in the larger agencies hasn't a problem of il 

own when it comes to payola. 

The practice of taking reaches into tv commercials, art jobs and equipment buying 
In fact, the kickback has become such a "must" at one of the top 10 shops that reputa 

ble tv commercial producers steer clear of it. 

Trendex and Nielsen aren't the only two research services that don't match u 
in their findings: two computers of cigarette sales disagreed on which brand cam 
through 1959 as No. 1 brand. 

One gave it to Pall Mall and the other to the long-time champ, Camels. 
They also differed on total turnout: 63.2 billion vs. 65.2 billion. 

Mark down 1959 as the year when a number of more or less leading agencies 
corded their top media posts to people still in their 30's. 

Just to name a few: Herbert Zeltner, L&N; Marvin Richfield, EWR&R; Frs 
Gromer, FCB ; Gerald Arthur, Donahue & Coe ; Don Leonard, F-S-R. 

Watch for this trend in 1960: Giant package goods advertisers buying qu 
ity programing for purposes of higher level appeal and setting up 90-second con 

Put P&G down as a pretty certain prospect anent Crest and Lilt. 

This being the lush season for award-making, SPONSOR HEARS took a poll amon 
the trade for the Top 10 Headaches and came up with these winners, according t 

TIMEBUYER: the buzz-saw who calls for an exhaustive list of availabilities hj 
the next day and isn't heard from again on that particular inquiry. 

TV DEPARTMENT DIRECTOR: the slick operator who has his researchers prim© 
to document any of his preconceived notions. 

NETWORK: the penchant for dressing up a promotion by describing it in releases t 
"a newly created v.p. post." 

TV CRITIC: makes a fetish of quoting his young brood's reactions to a progra 
a practice which often raises the question: "where was he at the time of telecast?" 

AD MANAGER: the type who insists on a massive documentation of the ageij 
cy's recommendations and never looks at the stuff. 

THE SUPPLIER: he who boasts he doesn't have to talk to the agency because he kno 
the board chairman of the client company. 

THE CLTENT: a member of who's family is talent. 

COMEDIAN: the gentry who reminisce about their origin on New York's lower Eai 
Side or about the old Palace Theatre. 

THE REP SALESMAN: the smoothie who's slow with his availabilities because 
figures that if he can stall the agency's decision long enough the competitor's spot will 

THE RESEARCHER: the kind that finds it necessary to befog his studies with ee 
teric terminology and then complains he was misunderstood. 



9 JANUARY 19( 


tfhen Buying Macon 

hoose the Station 

hat Macon People Choose . 

all FORJOE, Natl. Rep. 


1240 on your dial 

The #1 Station in the Heart of Georgia! 

k< 1 

In Chattanooga, Tenn., Use WOGA 


9 JANUARY 1960 





PASSING THE SALT (Lake City, that is) to participate in United Fund Ball celebrating intro- 
duction of new radio tv station KCPX, is screen star Kathy Grant. On hand to greet her (l-r): 
Norman Louvau, station's gen. mgr., Mayor Adiel F. Stewart, Alan Quist, United Fund officer 

Liggett & Myers has enlarged 
buys on Bonanza and Larant 
with some of the money comi 
from Duke's (McCann) pulh 
from Markham. 

The advertiser decided to make 
switch before CBS TV had agreed! 
assign Markham the Thursday. 9: 
10 p.m. slot. 

Incidentally. Duke, which will 
on five network shows, will contit 
its spot campaign in several top m 

Radio and tv will he used by I 
Father's Dav Couneil to promd 
the "New" Father's Day, 16 Jul 

i "New," as coined by the FI] 
means the new 1960 kind of fathel 
the voung dad who helps with 
children and the dishes and the bah 
care: activities that were unkm 
25 or 50 years ago.) 

Last Father's Dav saw nearlv 
billion dollars in retail gift purcha^ 

COOL CAT WINS KIDS' BIDS! In the first world premiere ever held for children, Westi 
house Bdcstg. Co., Trans-Lux Television Corp., in cooperation with WNEW-TV. screened Felix 
Cor, new tv series debuting next month, at N.Y.'s Trans-Lux Theater for benefit of CARE, 

TREASURE OF PLEASURE, consisting of 
$20 gold candy pieces, gets local distribution 
by attractive models on occasion of WKRC's 
(Cincinnati) 20th year of Taft ownership 


»now that there are 50 million 
ers (more than double the num- 
there were 25 years ago) the 
uncil feels that with this planned 
i' out campaign, this year business 
huld be well over the billion dollar 

i- » Sylvania's tv, radio, and high 

jlitv spring advertising campaign 

1 be spearheaded on the Jack Paar 
I ow, NBC TV. The tv commercials 

1 stress the 23-inch bonded shield 
;>line which Sylvania introduced last 


• Mrs. Grass Noodle Soups will 

:sent a line of four soup mixes, in- 
n ,ding its latest French onion soup 
I k, on NBC Radio. The campaign 

Is for Mrs. Grass spots 15 times 

j:h week in every market that has a 

jal NBC station. 

lisa 'n' data: Cohen, Dowd & 
?shire, the newly-appointed agency 
Chemway's Lady Esther Divi- 

•n, is starting off the New Year 

with the introduction of a new Lady 
Esther cosmetic product via tests in 
several markets around the country 
. . .Robert Garrett, a jeweler in 
Waco, Tex., won the first prize of 
having tv star Art Linkletter act as 
watch salesman for the day in 
Bulova's local jeweler promotion 


Agency appointments: Pharma- 
Craft, billing some $2 million, has 
resigned its Fresh deodorants and 
Coldene cold medicine from JWT, 
and its Ting athlete's foot prepara- 
tion from Cohen, Dowd & Aleshire. 
Daniel & Charles will handle Fresh, 
Ting and a new unnamed product. No 
agency assignment, at presstime, for 
Coldene . . . Doyle, Inc., manufac- 
turer of Strongheart Dog Food 
and Kit Kat cat food, billing $2 mil- 
lion, from D'Arcy to Lilienfeld & 
Co. . . . Bulova Watch Co.'s radios 
and stereophonic phonographs, from 

McCann-Erickson, to Sullivan, 
Stauffer, Colwell & Bayles . . . 

Elgin Watch Co., Ltd., of Toronto, to 
K&E, Toronto . . . Pioneer Corn 
Co., Tipton, Ind.; Pioneer Hi-Bred 
Corn Co. of Illinois; and Garst and 
Thomas Hybrid Corn Co., Coon Rap- 
ids, Iowa, to Klau-Van Pietersom- 
Dunlap, Milwaukee. 

Going to spit buying authority: 

An expanding list and the "increased 
complexities in the buying and me- 
chanical processes used in each of the 
media" have induced Harold Cabot 
& Co., Boston, to split its media de- 
partment into two separate divisions. 
The changes: Gene Del Bianco 
will be broadcast media manager: 
serving as administrative head of all 
media and in charge of all broadcast 
media buying. Jack Lamere and John 
Quinn have been named space buyers. 

On the distaff front: Marion 
Montgomery, account executive at 
Henri, Hurst & McDonald, Chica- 
go, has been appointed the first wo- 

kISS CAREER GIRL" contest, staged by 
'B, Atlanta, reaches climax as Delta Air 

Iss ticket agent Alice McCool draws winner. 

liking on: theater mgr. M. Buckley; Delta 
rep. J. Lambert; sta. reporter, J. Robinson 

Ire new San Diego subdivision, was planned 
IKFMB, who chartered helicopter, dropped 
|30 balls (some worth $500). Here, station 
Virgil Clemens helps secty. Nanch Kierspe 


MATING THE MEDIA was object of party held 
by Detroit Spot Radio & Tv for tradespeople. 
Present (l-r): Gabriel Dype, Blair-TV; Mickey Foster, 
Albin Yagley, media dir. Grant Adv.; Janet Trojan 

BEDDIE-BUY! Bedding buyers inspect new line at 
WTAR-TV's (Norfolk, Va.) auditorium. Around sta.'s 
"Lazy Mae "(rear, l-r) : W. Gieti, sta. sis. mgr.; S. Gross, 
Gross-Fry Adv. Agcy.; M. Comess, Paramount Bedding, 
colleagues (seated) V. Barnett, A. Diamondstein 


/ V 7* >< 

man v.p. in the agenc) - 17-year his- 

Ilii new duties will be t<> imple- 
ment and expand the creative fashion 
an<l design services at the agency. 

Thisa *ii' data: Ten staff members 
of the Henderson Advertising 
Agency, Greenville, S. C, have be- 
come stockholders 1>\ imitation of 
the board . . . Kastor Hilton Ches- 
ley Clifford & Atherton has estab- 
lished a profit-sharing trust plan in 
which all staff members will auto- 
matically become participants. 

Admen on the move: Henrv 
Bankart. Henry Haines and Wil- 
lard Heggen, named senior v.p.'s at 
Compton . . . Guy Mercer joins 
Needham. Louis & Brorby as v. p. and 
member of the plans board . . . Roy 
Gorski and Earl Sehultz, elected 
v.p.'s of C&W . . . Carl Spielvogel, 
to McCann-Erickson as corporate 
public relations director . . . John 
Burker, to executive v.p. and board 
member of Botsford, Constantine & 
Gardner, Portland, Ore. . . . Stanley 
Evans, to v.p. of Lawrence C. Gum- 
binner Advertising . . . Anthony 
Hyde, to Robert C. Durham Associ- 
ates. New York, as senior v.p. and 
senior management consultant . . . 
Jack Dash, to executive v.p. of 
Gresh & Kramer, Philadelphia . . . 
Colin Kempner and Dr. Sidney 
Lirtzman. to v.p.'s at the Center for 
Research in Marketing. Inc.. Peeks- 
ville, N. Y. 


One of tv's high-dome critics, Gil- 
bert Seldes, and an official spokes- 
man for the industry, Lou Haus- 
man. this week regaled RTES 
luncheoners with opposite view- 

The stickiest of the proposals ad- 
vanced by Seldes for the improvement 
of t\ programing was this: station 
operators make a routine of holding 
broadcast meetings, or "open hear- 
ings." with people of the communitv 
to find out what they'd like in pro- 
graming. In other words, let the op- 
erator's own judgment go by default. 

Hausman. TIO director, cited the 
types of upper crust programing that 
have been telecast so far this season as 
proof that the industry was giving the 
people food for mental and cultural 

stimulation as well as popular enter- 

The NAB announced this week 
that there are now 873 subscrib- 
ers to its Standards of Good 
Practices for Radio Broadcasters 
— representing 56% of the 
Board's radio membership. 

This new total comes to an in- 
crease of 4'2'/( in the month of De- 
cember, and is the largest number of 
subscribers since the implementation 
program for the Standards was start- 
ed in April. 1958. 

Meeting dates: 

The National Advertising Agen- 
cy Network's Eastern regional meet- 
ing, at the Warwick Hotel, Philadel- 
phia, 29-31 January; its Midwestern 
meeting, at the Marott Hotel, Indian- 
apolis, 5-7 February; and its National 
Conference, at the Oyster Harbors 
Club, Osterville, Mass., 19-24 June. 

The First Advertising Agency 
Group will hold its 32nd annual con- 
ference at the Holiday Hotel, Dallas, 
20-24 June. 

They were elected: 

Officers of the California Broad- 
casters Association : president, Wil- 
liam Goetze, KFSD, San Diego; v.p. 
for radio, Ernest Spencer, KWIZ. San- 
ta Ana; v.p. for tv, Richard Hogue, 
KXTV, Sacramento; and secretary- 
treasurer, Alan Lisser, KBIG, Avalon. 

Officers of the Arizona Broadcast- 
ers Association: president. Tom 
Chauncey, KOOL, Phoenix; v.p., 
John Hogg, KOY, Phoenix; and sec- 
retary-treasurer, Fred Vance. KOVA- 
TV, Tucson. 

Other electees: Lynn Christian, 
president of KHGM-FM, Houston, to 
a regional v.p. and director of the 
National Association of FM Broad- 
casters . . . John Dickinson, of Har- 
rington. Righter & Parsons, and H. 
P. Lasker, of the Crosley Broadcast- 
ing Corp., to co-chairman of TvB's 
advertising sales advisory committee. 


Despite the appearance of holi- 
days during December to divert 
attention from business, at least 
one syndicated show continued 
to do brisk business. 

Ziv's Tombstone Territory, for ex- 
ample, added a number of sales to 

both advertisers and stations to bri 
its market list to 151 after eight wd 
of selling. 

Sales: Ziz's Tombstone Territor 
R. J. Reynolds I Est) i and Ort 
Brewing I Lewis & Gilman) as all 
nate sponsors of WFIL-TV, Phila 
phia; Brown & Williamson I Kel 
Madden & Jones) adding WDAF-' 
Kansas City; WDHD-TV, Boston. 
WBKB-TV, Chicago, alternating 
Chicago with Dodge Dealers: 
land Oil I Ralph H. Jones. Cincinn 
on WPSD-TV, Paducah; WCPO- 
Cincinnati, and WSPD-TV, Steuh 
ville: Swift Ice Cream alternates 
WSPD-TV; Tom Gloor Chevrolet 
WAPZ-TV, Birmingham; Beat 
Foods on KKTV, Peublo; Dej 
Milk and Schilling Motors ( Si rt 
Gwynn'l alternate on WHBQ-' 
Memphis ; Service Chevrolet 
WDAY-TV, Fargo; Avera Pack 
and Coca-Cola Bottling alternate 
WJBF. Augusta; Kahler-Craft Hoi 
and Bryan Brothers Packing I Bun 
Assoc.) alternate on WLBT-TV. Ji 
son: Brvan Packing is also on WC 
TV, Columbus; buyers not reporl 
stations are Smith Motor Sales (\J 
home Assoc.) in San Antonio 
Rural Electric (Bradham) in Chai 
ton; station buvers include WHIZ 
Zanesville; KREM-TV. Spoka 
WPBN-TV, Traverse City; KLRJ- 
Las Vegas; WLWC, Colum 
KVAL-TV, Eugene, and WNEW 
New York. 

International : Fremantle startH 
new Italian representative, FreuM 
tie Italiana, S. R. L., headquail 
ing in Rome, and handling CBS Vw 
and independent American and Bit* 
ish producers. Office is Fremanji 
fourth overseas subsidiary. 

Strictly personnel: Benedict Ip 
enberg joins Television Graphic 
producer and director . . . Loui^^l 
Stone to Robert Lawrence Ar» 
tion as sales director. 


NBC TV's afternoon progran* 
alignment, effective 8 Febrvifi 
only sharpens the accent I 
nighttime tv film repeats for in 
time programing among the p 








our sales curves look good, too! 

is the thing 




WING has more local business volume than any other station in Dayton. The 

happy sound of WING makes cash registers ring. Our advertisers 

all agree (and so do Nielsen, Hooper and Pulse) that WING is THE 

dominant force in the Dayton market. Get the facts 

TODAY from your East/Man or General Manager Dale Moudy. 

robert e. eastman & co., 


national representative 

is an AIR TRAILS station affiliated with 
WEZE, Boston; WKLO, Louisville; WCOL, Columbus, 0.; and WIZE, Springfield, 0. 



Oul of the >i\ shows in NBC's new 
2:30-4:30 lineup, three derive from 
what had been nighttime film series. 
\l'>< I \ is using three such repeats, 
and CBS TV, two, in the daytime. 

The NBC n\ ised lineup : 

2 p. m.. Queen foi a Par: 2:30 p.m., 
Loretta ) oung; 3 p.m.. 1 oung Dr. 
Malone; 3:30 p.m., From These 
Hoots: I p.m., Comedy Theatre ( Re- 
peat- of Thin Man and like) ; 4:30 
p.m., Adventure Theatre (repeats of 
) ancej Derringer and like). 

Nighttime schedule changes on 
NBC TV include the shifting of River- 
boat to Monday. 7:30-8:30 p.m.. re- 
placing Richard Diamond and Love 
and Marriage. Noxzema, the latter's 
sponsor, will take half of it. Overland 
Trail, a new one-hour western, will re- 
place Riverboat in the Sunday 7-8 
p.m. slot. 

A year-end tally of advertisers on 
ABC Radio during 1959 showed 
a total of 117 — as compared with 
89 advertisers during 1958. 

Of the new total. 56 clients bought 
the network exclusively, and 57 re- 
newed contracts they had made in 
1958 or early 1959. 

Network tv programing notes: 
Kate Smith will return to tv on a 
regular basis as the star of her own 
half-hour musical-variety show on 
CBS TV starting Monday, 7:30-8 
p.m.. 25 January, for Whitehall and 
Boyle-Midway Divisions (Bates) of 
American Home . . . William Ben- 
dix will star, and Doug McClure will 
be featured, in a new one-hour West- 
ern series, Overland Trail, now being 
filmed for use on NBC TV this year 
. . . The Flagstones, a half-hour situa- 
tion comedy series produced in ani- 
mation, will make its debut as an eve- 
ning feature on ABC TV next fall 
... A series of six special one-hour 
dramatic shows, dubbed Manhattan, 
will debut on CBS TV Friday, 9-10 
p.m.. 26 February. 

Network sales and renewals: Es- 
quire Shoe Polish, for its Spray 
Shine, begins this week participations 
on the Jack Paar Show, NBC TV . . . 
Jell-O (Y&R) has renewed sponsor- 
ship, through 25 June, of Lunch With 
N "//n' Sales, on ABC TV Saturday. 

12-12:30 p.m The Monroe Auto 

Equipment Co., of Monroe. Mich. 
( Aitkin-K\ natt) began sponsorship of 
a morning five-minute news and 


sports feature on Mutual, and this 
week the Sinclair Refining Co. 

iGMM&Bi kicks-off its 1960 cam- 
paign \ia adjacencies several times 
daily on MBS' newscasts. Both buys 
are slated for one-year of Mutual's 
Monday through Friday schedules. 

Thisa 4 n' data : NBC News, in 1959, 
won a total of more than 30 honors 
for programs on the tv and radio 
networks . . . Mutual will hold the 
fifth in a series of meetings w'ith affili- 
ate owners and managers 14 January 
at the Biltmore Hotel, in New York 
. . . "The Population Explosion," 
expanded to 90-minutes, will be re- 
broadcast as a special CBS Reports 
program Thursday, 9:30-11 p.m.. 14 
January, on CBS TV. 

Strictly personnel: Howard Berk 

has been appointed director of infor- 
mation services for CBS TV stations 
and CBS TV Spot Sales . . . Court- 
ney McLeod, to regional manager 
for Pacific Coast and Mountain Zone 
affiliates and Robert Curran, to re- 
gional manager for a group of sta- 
tions in the East and the Midwest, in 
the ABC TV station relations depart- 


Two long-time rivals in the West 
are smoking the peace pipe: 

KREX-AM-FM-TV, Grand Junc- 
tion, Col., has merged its news-gath- 
ering facilities with those of the 
Grand Junction Daily Sentinel. 

Station has moved its entire news 
department into the newspaper's 
building, thus adding some 70 area 
correspondents as well as a half dozen 
reporters to its staff. 

Ideas at work: 

• No more 'Polly wants a 
cracker': Instead, KING, Seattle, 
has been asking bird owners to teach 
their pets to say "Polly Wants a Bub- 
ble Up." The contest, brainchild of 
account executive Ed Roe, was to 
promote station's new soda advertis- 
er. Winning bird got a $50 check and 
a chance to "speak his mind" on 

• Turning the tables: Recently. 
Bob Braun. of WLW, Cincinnati, 
awarded Judge Benjamin Schwartz 
of the Hamilton County Juvenile 
Court with a hand-carved wooden 

plaque of the Ten Commandment? 
Hebrew and English to be hung 
his court chamber. The surprise p 
entation was made on the BandsU 
show as a memento to the Jud 
work in juvenile rehabilitation. 

• On the public service froi 
When WSUN, St. Petersburg, F 
was awarded S40 from the Flor 
Citizen's Advisory Committee for 
highway safety campaign, station 
cided to add to the award and ] 
sent it to the elementary school h 
ing the best safety record from I 
start of the term through last raon 
A special assembly was held this pa 
week at the Clearview Element; 
School for presentation of WSIP 
$100 award. 

Station acquisitions: KXY 

Houston, to the NAFI Corp 
KTRN, Wichita Falls, to Raymo 
Ruff, former manager of KOMA, 
lahoma City, for $380,000, broker 
bv Hamilton-Landis & Associates . 
WINE-AM-FM, Buffalo, to the * 
Lendon Corp.. bringing to the groi 
a "full house" of seven radio si 
tions, from Western N. Y. Broadca 
ing Co.. headed by John W. Klu 
. . . WILD, Boston.' to William Johi 
Jr., and associates, from Nelson \ 
ble, for $295,000; and WDAR. D 
lington. S. C. to Walter Pearce. fro 
Ralph Hoffman, for $65,000. B 
sales brokered bv Blackburn & C 
. . . KJBS, San Francisco, to the 
gonaut Broadcasting Co., headed 
Gil Paltridge and A. J. Krisik. fj 
about $1 million . . . WQUA, M 
line. 111., to Radio Moline, Inc., hea 
ed bv Len and Burrell Small 
KUTI, Yakima. Wash., to Yakin 
Valley Radio, headed by H. G. We 
Jr., from Harrison Roddick. f( 
$150,000; and KCLE-AM-FM, Cl< 
burne, Tex., to Jim Gorden. fn> 
George Marti, for $145,000. Boll 
sales brokered by Hamilton-Landis 

New programing policy : Launche 
this week bv WRCA, New York, t 
provide: "Wall-to-Wall Music." e> 
panded to six hours daily, increase 
local news coverage and a novc| 
round-the-clock weather service. 

First of the new 7 schedule changes 
was the shift of station's all-night d.J 
Art Ford to the daytime lineup fo| 
lowing Bill Cullen — to feature on hi 
show only the truly "great" record 



WSJS Television's City Grade coverage saturates 
fourteen cities, each with over 6000 population, in 
North Carolina's biggest Metropolitan market. These 
fourteen cities are located in the rich industrial Pied- 
mont — North Carolina's first market buy with WSJS 

T AIRY. ii | 


m Greensboro^ 


V °V THOMASVILLE .^--.---iT-, 

.'.°_~SJ.\;Sw ■salisbury^'asheboro 

Winston-Salem/ Greensboro 


Headley-Reed, Reps. 

I3NSOR • 9 JANUARY 1960 


I bisa V data: WINS. Vw York, 
i- celebrating it- second anniversarj 
oi the Town Crier- -public service 
announcements aired ever) hour, 21 
hours .1 day, seven days a ucek . . . 
Sports Buys: Tin National Brew- 
ing Co. i" sponsor one-third of the 
\\ ashington Senator baseball games 
on \\ rOP, Washington, D. C. . . . 
K^ A. San Francisco, announces the 
addition of full-time, compatible ster- 
eophonic broadcasting with the addi- 
tion of its ow n fm station. 

Station staffers: Jack Thayer, 
elected v.p. ol Metropolitan Broad- 
casting Corp. . . . Alexander Klein, 

Jr.. to e\eeuti\e v.p. and general 
sales manager of W TEL. Philadelphia 
. . . Robert Hoth, promoted to ex- 
ecutive v.p. of Public Radio Corp.. in 
charge of KAKC, Tulsa, and KBKC, 
Kansa> City: James Dowell, to v.p. 
of PRC in charge of national sales, 
and general manager of KIOA. Des 
Moines; Larry Monroe, station 
manager of KIOA; and William All- 
red, to manager of KBKC . . . Den- 
nian Jacobson, to sales manager of 
W \\ J. Detroit . . . Henry Franz, to 
sales manager of WFMB, Indian- 
apolis, and Richard Higgs, to local 
sales manager of the station . . . Art 
Arkalain. named general manager 
of WERC. Erie. Pa. . . . Joseph Fife, 
to general manager of KYOK, Hous- 
ton . . . Lee Murray, to womens di- 
rector of WJR. Detroit . . . Edward 
Wolfe and Karl Eisele, to account 
executives at W 7 BAB. Babylon, L. I., 
N. Y. . . . Robert Swanson, to the 
sales staff at WBBM. Chicago. 


The American Legion is hopping 
on the tv-eensoring bandwagon. 

Out of L.A. this week there came 
an announcement from one of the 
on's national commanders that 
the Legion plans to "develop tv chair- 
men to be appointed bv their own 
posts iii 50 states. 

I be announced purpose: to "ex- 
press their individual opinions con- 
cerning entertainment and instruc- 
tion values on the tv screen." 

Initial act: preview in New York 
January, and 15 January in Los 
a !\ episode "to help ascer- 
tain whether sex and violence can 
be treated in a tasteful manner." 

Tv viewing has not had the ad- 
verse effect on the American 
youth that many critics claimed 
it would, concluded Dr. Paul A. 
Witty, professor of education at 
Northwestern University. 

Dr. With, who has been studying 
the tv viewing habits of school chil- 
dren, their parents and their teachers 
in the Chicago area since 1950, read 
his report to the American Associa- 
tion for the Advancement of Sciences 
in Chicago this week. 

In his study. Dr. Witty found a de- 
cline since 1950 in the number of 
viewing hours by children; elemen- 
tal) school pupils who averaged 24 
hours a week at the tv screens in 
1955 now spend only 21 hours a 
week, while high school students 
spend 12.3 hours a week as against 
17 hours in 1953. 

But, Dr. Witty pointed out, tv 
viewing does not affect the health, 
nor does it restrict outdoor play, 
hobbies, sports and creative ac- 
tivities of these children. 

Ideas at work: 

• The news in lights: WjNBQ 

and WMAQ, the NBC tv and radio 
stations in Chicago, and the Pepsi- 
Cola General Bottlers, Inc., are co- 
sponsoring a giant electrical spectacu- 
lar display on Michigan Avenue which 
will flash up-to-the-second news bulle- 
tins to pedestrians and motorists. Lo- 
cated atop an 11-story building, the 
electrical motograph messages will be 
transmitted instantaneously from the 
NBC newsroom in Chicago. 

• On-campus tv: Yale Univer- 
sity and the Radio-Tv Division of 
Triangle Publications, via WNHC- 
TV, New Haven, produced six one- 
hour specials on Yale's campus. The 
first, aired some w eeks ago. was dubbed 
Christmas and Christianity in a 
Shrinking World. The other five, all 
with a holiday theme, were telecast 
during station's special Christmas 
week programing. 

Local sports buys: The Stroh 
Brewing Co. I Zimmer. Keller & Cal- 
vert), via Videotape, will sponsor the 
National League Hockev aames in 
Detroit on WXYZ-TV ... The 
Pennzoil Co. ( Eisaman. Johns & 
Law s ) co-sponsored the bow 1 games 
in five major midwestern markets . . . 
Carling Brewing joins Standard Oil 

of Ohio and Central National Bail 
in presenting all telecasts of theClevl 
land Indians baseball games. 

Thisa 'n' data: W KRC-TV, Ci 

cinati. this past week moved all equi 
ment, personnel and the like to i 
new $2 million building at 1906 Hig 
land Avenue . . . Local live progran 
ing note: WRAL-TV, Raleigh, v 
present, next week, Don Pasqual 
the Italian opera, to be telecast froi 
7-8:30 p.m. . . . Jerome Reeve 
general manager of KDKA-T\| 
Pittsburgh, has been named publ 
relations chairman of the city's chai 
ter of the American Red Cross. 

On the personnel front: Jerora 
Barnes, elected v.p. for prograr 
ing, responsible for Springfiej 
(Mass. I Tv Broadcasting Corp. 
three tv stations, and John Fergii 
to v.p. in charge of WRLP. Brattl 
boro-Greenf ield-Keene . . . Bi 
Thorpe, to local sales manager 
WHEN-TV, Syracuse . . . Rex Kin) 
appointed general sales manager f( 
KELO-TV. Sioux Falls. 


A new appointment for McCani 
Crick -on's Australian affiliate h 
climaxed the biggest last quart 
for this agency. 

Named Hansen -Rubensohn-M 
Cann-Erickson when the merger too 
place last September, the Sydn 
agency last week was assigned tl 
Coca-Cola Export Co. — bringing tl 
total of new accounts since the me 
ger to seven. 

Other clients include: Bayer A 
pirin, Andrews Liver Salts for Ste 
ling Drug, and John Lawler & Son 
Australian subsidiary for the Sin 
mons Co. 

Hugh Carleton Greene, 49-yeai 
old veteran broadcaster and newi 
paperman, takes over, this weel 
the top post of the BBC. 

He succeeds Sir Ian Jacob as d| 
rector general of "the world s large^ 
independent, non-profit radio and tj 

A new company: Internationa! 
Community Club Awards, Inc 

formed as a separate entity to ha 
die the franchise operations of Cc 



9 JANUARY lit 

nunit\ Club Awards outside the con- 
inental U. S. 

Also, according to the new organi- 
sation's president W. M. Carpenter, 
\II-( ianada Radio & Tv Facilities, 
Ltd., has been signed to represent 
he International CCA Corp. in the 
Dominion of Canada — thus granting 
All-Canada the exclusive franchise 
krights for CCA throughout that coun- 

The ""first" international tv re- 
cording unit was officially 
launched outside the French Em- 
bassy in London this past month. 

The new unit represents the coop- 
ration of broadcasting organizations 
from England, the U. S. and France. 
<bn mobile facilities to provide Euro- 
pean programs on the American 525 
tine standard. 

This completely self-contained mo- 
bile taping facility, composed of 
•equipment made by the Pye Co. in 
Britain, and Ampex in America, was 
developed jointly by ATV engineers 
and the research department of the 
Pye Group of Companies, in associa- 
tion with a team of CBS experts. 


|Rep appointments: WXLW, In- 
dianapolis, to Robert E. Eastman 

& Co WWHG-AM-FM, Hornell. 

N. Y.: WBNR. Beacon, N. Y.; and 
jKGGF, Coffeyville. Kans., to John 
£. Pearson Co. . . . WLOL-FM, 
Minneapolis, renewed with Good 
Music Broadcasters for the East 
Coast . . . WAYE. Baltimore, and 
KBUZ, Phoenix, to Broadcast Time 

Rep appointments — personnel: 
fames H. Fuller, to the new post of 
director of creative sales; Joseph 
uff, to Eastern sales manager; Rich- 
ard Arbuckle, appointed executive 
'.p.; and George Dubinetz, to v.p. 
f )f Robert E. Eastman & Co. . . . Ted 
Robinson, to radio research assist- 
int and Marvin Roslin, to tv re- 
search assistant at Adam Young . . . 
W. J. Beck, retiring as treasurer of 
he Katz Agency after 54 years with 
he rep firm. He will be succeeded by 
issistant treasurer H. J. Grenthot . . . 
Vlan Schroeder and Al DiGiovan- 
■i, to account executives in the New 
fork office of CBS Tv Spot Sales. ^ 


{Continued from page 45) 
current condensed report of the mar- 
ket in question be given the ad agency. 

There are many factors in a mar- 
keting picture which can graphically 
illustrate the desirability of using ra- 
dio as an advertising medium. Any 
help that you can provide an agency 
enabling them to furnish ammunition 
for a media recommendation is bound 
to pay big dividends. 

One of the most difficult problems 
of all radio stations — due to the com- 
petitive nature of this business — is to 

provide up-to-date success stories 
from advertisers. When it is possible 
to secure current evidence of success 
in the use of your station from an 
advertiser or his agency it helps the 
sales manager substantiate the desir- 
ability of using your facilities. 

In the last analysis, there is no 
magic formula for securing national 
business. It is a combination of many- 
services, sales efforts, personal con- 
tacts and a tremendous amount of 
work by an effective sales organiza- 
tion, sales promotion department, and 
a good facility. ^ 

It's Important to know: 








daily cl 

lion, both do 
36 Mich, gar 

3~Ae 3<ety&i tflaJwnA 


Associated with 

That's right! — people in Cadillac and Northern 
Lower Michigan buy more food than the entire 
population of Utah*! 

Yet just one station — WWTV, Cadillac — can 
keep you firmly in touch with this amazingly 
important market. WWTV is the only station 
with daily circulation in all of Northern Lower 
Michigan's 36 counties (NCS No. 3). ARB (May, 
1959) for Cadillac-Traverse City also gives WWTV 
top position in 202 of 250 competitive quarter hours 
surveyed, Sunday through Saturday. 

Add WWTV to your WKZO-TV (Kalamazoo- 
Grand Rapids) schedule and get all the rest of 
outstate Michigan worth having. If you want it 
all, give us a call! 

* Annual food sales in Utah are $203.1 million. The WWTV 
area accounts for $231.9 million in food sales. 


316,000 WATTS • CHANNEL 13 • 1282' TOWER 


Serving Northern Lower Michigan 

Avery-Knodel, Inc., Exclusive National Representatives 


9 JANUARY 1960 



mtinued from page 31 • 

Who'fl t<> do it.' \n<l who will pa\ 
for it? 

\I"»t original research is conduct- 
ed bv independent research organiza- 
tions rather than by agencies and cli- 
But heretofore the analysis of 
this research had been carried on pri- 
marily within agency and client re- 
h departments. In general, there 
are two kinds of independent re- 
search: i 1 ' that which is paid for by 
subscribers on a continuing basis and 
that which is paid for by com- 

panies with a special interest who 
ha\e ordered special research. 

Vgem ies, caught in the squeeze of 
their limited 15' t media commis- 
sions, are loathe to invest their own 
slim profits in costly research proj- 
<■< ts. Clients are equally reluctant, ex- 
pecting media or agencies to furnish 
them with research data. 

Is a re-ult. much of the special 
research type of information is being 
paid for by media. Television Adver- 
tising Representatives, for example, 
has just debuted a new "Audience Di- 
mensions"' reports series, which is de- 




WOC-TV Ch. 6 

Davenport, Iowa— Rock Island— Moline, Illinois 
The Nation's Forty-Seventh TV Market 

On October 31, 1949, WOC-TV went on the air. FIRST in the 
Quint-Cities — FIRST in Iowa. This was in keeping with the fore- 
sight and courage of Colonel B. J. Palmer, who had pioneered the 
first radio station west of the Mississippi in 1922. 

In 1949, there were less than 400 TV sets available to receive WOC- 
TV's first broadcast. On this 10th anniversary date, there are more 
than 438,000 sets in a 42- 
county area. WOC-TV land 
today is rated as the 47th TV 
market in the nation. 


CoL B J Palme* 
D D Palmer 

Ralph Evaro 

Vai Vagaer 

Ernen C Sander* 

WOC-TV continues to main- 
tain its leadership and success 
in serving its viewers and its 

Your PGW Colonel has all 
the facts. See him today! 




: I 



scribed as a continuing project "delv 
ing into untouched corners of vide 
audience characteristics." 

Working with its Westinghouse ti 
stations group. TvAR supplements tru 
usual ratings with such qualitativ' 
studies as the view ing habits of work 
ing women, owners of pets, mother: 
of toddlers, men who shave an> 
'viewer venturesomeness. Savs Lar 
ry Israel, general manager. "We hav* 
undertaken a 3-D project to provid 
detail, definition and depth to existi 
information about audiences.' 

Another example of media-orieir 
ated and media-sponsored research M 
the recent qualitative study publishe 
— after a reported total investment o. 
$50,000— by the CBS Television StaJ 
tions Division. "More than Meets th-3 
Eye." researched by the Institute foii 
Motivational Research. Inc.. attempt-l 
ed to document the assertion that a 
television station has its own person-l 
ality and has intangible as well ai 
tangible appeals to the community \v 
serves. Savs Merle Jones, presidents 
"A timebuying decision cannot bd 
based solely on am slide-rule formu-J 
la — on rate cards and ratings. 

Professionals queried bv sponsor 
think agencies and clients, as a result 
of increasing pressure in todav's com 
petitive marketing situation, are com- 
ing to realize they must set aside new 
and or bigger research budgets. But 
research, itself, has become more 
costlv. This is one reason whv the 
major syndicators — such as A. C. 
\ielsen. The Pulse. American Re- 
search Bureau — will probably move 
more toward special-project research 

As it stands now. agencies are dd-i 
uged with various research services. 
As their costs go up. the asency is 
being forced to re-examine its statis- 
tical needs in light of available 
monies. As one media research di- 
rector said: "A thousand dollars 
alone isn't unreasonable. But when 
five or six services ask for this, and 
still another expects you to subsidize 
a new company, the total amount is 
staggering — and impossible! This 
spring, for the first time, we'll prob- 
ably have to drop one of the major 
services of the two we re using." 

The choice of which research serv- 
ice to select is a difficult one. Why? 
Because as the selection of media be- 
comes a more precise skill the need 
for anah ses and data increases. 
Broadcast media selection is infinite- 
lv more difficult and hazardous than 




wint for the very reason that radio 
t nd tv are intangible. Tv, the mass 

ledium and the one which is des- 
t lined to grow faster than any other, 
\\ represents particular difficulties be- 
h ause of its massive sweep. Big 
ri honey is involved in the simplest tv 

>u\ . and the risk for an advertiser 

- great even when all possible fac- 
ai iors are controlled. 
» \ That's why everyone in the indus- 
ij Iry is vitally concerned with helping 
in o isolate these many factors and make 

hem controllable. 
rii One new development which will 
i eveal some heretofore unknown facts 
it ,ibout viewing is a mechanical device 
ialled the Dyna-Foto-Chron. Mem- 
Si lers of the American Marketing Assn. 
I) t n Washington heard about it for the 
ft first time last week as Dr. Charles 
ip l\llen, its inventor, detailed its pos- 
I ible application to broadcast-market 
oi nesearch. Dr. Allen, dean of the 
! jichool of Communications at Okla- 
v jtoma State U. and former assistant 
>ni jlean at the Medill School of Journal- 
\ <sm, Northwestern U., for many years 
mi ivas research director of the Chicago 

Television Council. 
jo 4 He has patents pending in England 
5iJ |knd the U. S. (and Canadian patents 
0I iiave been issued ) for the instrument, 
i ^hich is similar to A. C. Nielsen's 
nf Audimeter but which includes a cam- 
J, ^ra unit which takes still photographs 
,oi \<i the tv viewing audience as well as 
l|, ,^hat they are viewing. 
( 1 Test studies conducted with 100,- 
ft )00 viewing minutes on film indicate 
10! mch qualitative information as atten- 
rt j i|iveness, facial reactions to what's on 
k ||he screen, number of viewers, who 
\ f , *urns the dial, how often they leave 
, ihe room, whether they're paying at- 
3tj jsntion or talking, if they're doing 
ad Something else while viewing — eating, 

ileading, etc. (See box on page 31.) 

i The mechanism is contained in a 
nit separate from the tv set, and is 
eared to a mirror installation which 
eflects the screen picture back to a 

lamera lens. It has been field tested 
ver the past 10 years, and will be 
)r0 | sed — says Dr. Allen — on a lease ar- 
, a j angement by interested concerns. 
he device can be pre-set to turn on 
utomatically at the precise time when 
commercial is coming on. 
This blend of the quantitative with 
le qualitative typifies the current 
end in broadcast research. Most 
rofessionals in the broadcast buying 
ealm think it's been a rare buyer 

who has purchased time on the basis 
of ratings alone, although there are 
still some "hold out" agencies and 
clients who insist on a certain num- 
ber of rating points. 

The experienced, profound buyer 
has always worked in a margin of 
varying shades of gray, says one net- 
work tv executive. "Qualitative ele- 
ments have always been taken into 
consideration by more adroit agency 
people — but it's been on hunch more 
than by fact. What we're beginning 
to get more of is the fact which docu- 
ments the qualitative hunch!" 

Agency people, says one buyer, 
"despite many accusations to the con- 
trary, have never looked for more 
than guideposts in a rating. All of 
the major research companies tend 
to agree on program audience trends 
even if the numbers don't match ex- 
actly. And that's what research is 
and will continue to be: general 
patterns, series of guideposts, which 
help in our media determinations. 
They're an effort to minimize the 
risk factor, which is so very great. 
But, with few exceptions, they have 
never been the end-all and be-all of 
buying or scheduling." ^ 


(Continued from page 37) 

men tourists, except in the post-11 
p.m. period when male-female view- 
ing levels are just about equal. Most 
popular program types, according to 
WTVJ (which claims an audience 
share of 48.5% for the area) are 
news, weather, westerns, dramas and 
variety in that order. 
What tourists spend: According to 
Florida Development Commission, 
airline tourists spend almost twice as 
much per day as do auto tourists 
($15.81 vs. $8.75 per person.) Here 
is how they'll spend part of the $625 


Lodging 24% 

Groceries, food, beverages 29% 

Clothing, apparel ____ 11% 

Jewelry, gifts, souvenirs 3% 

Drugs, tobacco, photo supplies 6% 
Gas, oil, auto maintenance 10% 

General characteristics: Average size 
of tourist party is 2.4 persons. Most 
are in 30 to 59 age group. Slightly 
more than 50% of them vacation from 
two weeks to over three months. ^ 

Hundreds of extra eyes to be 
exact — the most restless 
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D Bill me 

□ Bill firm 


9 JANUARY 1960 







Represented Nationally 
by Boiling Co. 



KMSO-TV now reaches 

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Serves MISSOULA and All of 




• 51,000 TV Homes 

• Drug Sales Index 167 

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FO'R JOE-TV, Inc. 


Tv and radio 


Louis Dorfsman has been appointed crea- 
tive director of sales promotion and adver- 
tising, for CBS TV. With the network since 
1946, Dorfsman was made v.p. in charge 
of advertising and promotion for CBS 
Radio in October, 1959. Prior to that, he 
was director of art, advertising and pro- 
motion for the radio network. Dorfsman 
has received seven Gold Medals and six 
Awards of Distinctive Merit from the New York Art Directors Club 
for his graphic designs on CBS Radio's advertisements, promotions. 

Hugh Kibbey has been promoted to sales 

manager for WFMB-TV, Indianapolis. He 

has been national sales manager for the 

station since the beginning of last year, 

having joined WFMB as a staff writer in 

1942. Since that time, Kibbey successively 

served as continuity director, assistant to 

the acting manager, production director, 

program director and sales service manager. 

He was graduated from the Indiana Business College and also 

completed a special radio course at Jordan Conservatory of Music. 

Ernest Lee Jahncke, Jr., v.p. and assist- 
ant to the president of Edward Petry & 
Co., has been named director, standards, 
of NBC. In this post, Jahncke will super- 
vise and direct the formulation of specific 
standards to reflect the network's policy 
and govern practices relating to programs 
and advertising presentations on NBC 
facilities. Prior to joining the Petry organ- 
ization, Jahncke was v.p. and assistant to the president of ABC, and 
earlier, v.p. in charge of ABC Radio. He is on the board of RTES. 

Roland H. Cramer, account supervisor at 
BBDO since May, 1957, joins Lennen & 
Newell as a v.p. on the Colgate account. 
Prior to his association with BBDO, Cramer 
had been a v.p. with account responsibil- 
ities at Ted Bates & Co. and at Ruthrauff 
& Ryan. Before that, he spent 17 years 
with McCann-Erickson, serving as a v.p. 
and account supervisor in the New York 
office, and a v.p. and member of the plans board at the agency's 
Chicago office. Cramer was graduated from Bowdoin College. 


9 JANUARY 1960 

■ The WDAF fleet of rolling stock is 
never lined up behind the station, as you 
see it above, except by appointment and 
under protest. ■ The newsmen, the 
farm department, the sportscasters and 
the remote crews who pilot the Signal 
Hill fleet can't spare much time for pos- 
ing. The events they cover are spread all 
over the map . . . and they don't wait to 
happen. ■ Shortly before this picture 
was taken, here was the deployment: 
Unit#l (News) at the Truman Library, 
where Harry S. Truman was receiving 
official documents from former Interior 
Secretary Oscar Chapman; Unit #2 
(News) checking a reported robbery in 
a downtown fur shop; Unit #3 (Farm 
Dept.) with Farm Director Jack Kreck 
at state REA meeting in Jefferson City, 
covering activities of 350 delegates from 

every county in Missouri ; Unit #4 
(Sports Dept.) with Merle Harmon cov- 
ering basketball double-header — Kan- 
sas State vs. San Francisco, Kansas Uni- 
versity vs. Brigham Young — in Man- 
hattan, Kansas; Unit #5 (News) at Mu- 
nicipal Air Terminal filming arrival of 
globe-girdling Max Conrad, the flying 
grandfather; Unit #6 (Mobile TV 
Truck) videotaping a 2i/ 2 hour presen- 
tation of "The Messiah""by the RLDS 
choir from the church's world headquar- 
ters in Independence, Missouri. ■ Our 
mobile fleet (the largest in the Heart- 
land) moves with the news. When you 
look at the geography we cover from 
Signal Hill, that's a heap of moving. 

TV Representative : Harrington, Righter & Parsons, Inc. 
Radio Representative: Henry I. Christal Company, Inc. 


NBC ^ ^^^^■k KANSAS CITY, MO. 


frank talk to buyers of 
air media facilities 

The seller's viewpoint 

Are your program buys based completely on rating points and, if so, why? 
L. E. Cooney, sales manager, KSL-TV, Salt Lake City, finds this characteristic 
an ail-too- frequent trade-mark of timebuyers. Cooney asks, "How significant 
are total rating points without information as to audience composition?" He 
points out that the "work burden" on many agency buyers does not allow 
them to consider available information which would help their clients get more 
for their ad dollars. Do you agree with his suggestion that perhaps agency 
executives and media directors are guilty of serious organization errors? 

Timebuyers — look beyond the ratings 

In a recent article in sponsor, timebuyers were asked to 
give their opinions on the quality of performance of the 
national reps who called on them. I noted with interest 
that many of them in summarizing their opinions asked 
that the reps give them more detailed information. They 
also said that they liked visits from station personnel be- 
cause it gave them an opportunity to get more information 
about the station. 

I am sure that many station people joined with me in 
wishing that this represented the majority opinion of time- 
buyers throughout the industry. One of the discourage- 
ments of the sales manager's job (at least those sales man- 
agers who want to compete on a professional rather than 
personal basis) is the fact that too many timebuyers are 
not interested in receiving, evaluating, and using all perti- 
nent station information before making a time buy for their 
clients. Whether this is because of work burden, disinterest 
or pure laziness, the over-all result remains the same — the 
sponsor does not always get the best value for his advertis- 
ing dollar unless the timebuyer makes use of all informa- 
tion available which might affect the placement of the 
schedule. If the primary reason is the work burden on 
the timebuyer, I feel that it is the responsibility of the 
agencies' research departments to develop profiles of each 
station in each market from the huge amount of material 
the stations and audience measurement surveys make avail- 
able to them. 

How many would disagree that many, if not most, time 
buys are made almost purely on the basis of total rating 
points (even when it might take sub-standard bonus spots 
to get that total) ? Of course, at the other extreme is the 
time buy which is made after considering total rating 
points, ratings per individual spot, product compatability 
with adjacent programing, audience composition, station's 


commercial policy and over-all image, distribution of spots, 
net audience, and so forth. Probably the majority of time 
buys fall somewhere between these two extremes — and it is 
not unlikely that the results of the schedule might be in 
direct relation to which extreme is the closer. For instance, 
how significant are total rating points, without informa- 
tion, as to audience composition? I recognize that there 
are those who say that with plenty of rating points you're 
sure to get exposure to all audience types. This is ridicu- 
lous, unless you can believe that twenty spots in Romper 
Room, a children's show, will sell more adult products than 
five spots in this same program. Every timebuyer seems to 
realize that to sell kiddies you've got to be in children'? 
shows — but how many timebuyers use the same degree of 
reason in other factors of audience composition? Likewise, 
how many timebuyers make their buy on rating points for 
a metro area when total home figures are available — but 
probably require more effort to fit into the agency's buyin 
formula, or the media director's instructions. Also, in spit«^ 
of the furor created by many agencies against triple spot 
ting, how many timebuyers are concerned as much with the 
station's commercial policies as they are with those sacred 
total points? (Could it be that agency executives can be 
concerned with industry ethics and policies, while time- 
buyers have to think of cost-per-1,000?) 

There is no doubt that the best place to look for detailed 
information is to the rep or station contact. And, obviously, 
once the rep and stations are aware that the timebuyer 
desires full information and will conscientiously use it. 
the exchange of this information will be almost automatic. 
Certainly the station has the information available, and will 
welcome every opportunity to tell, write, picture and draw 
diagrams of it for anyone interested enough to listen. ^ 

(See also "Is Numbers Research On the Run?" page 29.) 


9 JANUARY 1960 


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5-C/TV TV/ff/lOfO 




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The new 5-City Directory, just off the press, 
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9 JANUARY 1960 



Why not tv men in agency management 

Everyone aware of the realities of the modern agency busi- 
ness knows that radio and tv have become the dominant 
factors in agency billings today. 

Lasl week, for instance, sponsor published its annual li-t 
of the top 50 air media agencies. Heading the list, with a 
whopping $135.5 million total, and 49 r , of its billings in 
radio tv was J. Walter Thompson. 

Others in the leading 10 included Bates with 80%, Benton 
& Bowles with 60', , Dancer-Fitzgerald-Sample with 65 r r of 
its business in the broadcast media. 

Radio tv, and particularly tv, are in nearly every case the 
most important phase of agency activity, and we believe they 
are destined to become even more dominant. 

But why, since this is the case, are the air media so poorly 
represented in top level agency management? 

Recently we were challenged to name 10 tv men in top 
agencies who serve on either the board of directors or the 
executive committees of their firms. 

The fact that we couldn't name more than three is evidence 
of the serious management imbalance that now exists in most 
agencies today. There is just no question — radio/tv men 
deserve more of a place in agency councils. 

Copycats and the magazine concept 

Sometimes our industry's vogue for fancy names and 
labels makes us want to snicker a little bit. 

Most recent cause: the large amount of talk about the so- 
called "magazine" concept for net tv. 

Maybe the concept is all right, but why give it a "maga- 
zine" tag? Which magazine is net tv trying to imitate? Play- 
boy? Esquire? True Confessions? Look? 

Balanced programing is a worthy objective, of course. But 
why should the world's greatest medium try to copy the for- 
mat of one that is declining fast? 

THIS WE FIGHT FOR: Greater simplifica- 
tion of the paperwork involved in the buying 
and selling of radio/tv spot. Needlessly com- 
plicated forms are costing the media millions. 


Sleepola: Bill Schwarz, prograii 
manager of KDKA, PittsburgH 
checked time sheet of announcer Joh< 
Stewart, found eight hours overtimj 
charged to "sleeping." Stewart haJ| 
been testing a "sleep-learning" gadgo 
that came into Program PM , 

Specialization: Heard about th< 
agency timebuyer who had two door 
to his office? The sign on one dooB 
read, "Standard." The other wafl 
marked, "Daylight Saving." — FranlB 

Adjacency: Press release from Wash 
ington, D. C. station WWDC— "Cun 
rently. Manager Ben Strouse is cor 
ducting a hard-hitting editorial can 
paign on the deplorable condition, 
in many mental hospitals. On hi 
morning show, Fred Fiske suddenl 
realized one of these editorials wai 
scheduled immediately following th 
record he was playing — the tune 
"Coocoo-U' — the Kingston Trio's lal 
est and zaniest release. A 'Makegooc 
for the editorial will be schedule* 
later." Better make it much later; w\ 
don't forget easily. 

Ultimate: Gene Kilham, of Boston', 
WCRB-AM-FM, reports he heard 
a station "so hungry for business the 1 
would take a P. I. Recip. — make 
them sound commercial." 

Definition: "Payola," according ti 
Dan Tyler, morning man for CKGN 
Montreal, "is special money paid b; 
newspaper editors for distorting M 
minor story against radio or telel 
vision into a national headline." 

Summing up: From the original New 
Year's greeting of Jay Gould, far ■ 
service director of WOWO, Ft. Waynfl 

Increased population . . . 
Fall-out and mutation . . . 
Conservation, inflation. You see, 
Nits and gnats; grubs and rats; 
Scabb and lice; ticks and mice 
Are making a mess out of me. 
I've got leptospirosis, 
Perhaps brucellosis 
And hilmenthesporium blight. 
Cranberries, payola, 
Mack The Knife or old Nola . . . 
What wonder 1 cant sleep at nigh. 



9 JANUARY 196 


W JlJJlTl U " X Y sells to one of the richest farm areas 
in the country . . . where more than 2 million cows 

create a constant demand for drugs, machinery, 
equipment, buildings and farmers to keep 

Wisconsin's largest industry growing. 







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* Source Television Magazine 


Represented by Petes, Griffin, Woodward, Inc. 

© Vol. 14, No. 3 • 16 JANUARY I960 




Watch these young men! 

33 SPONSOR polls industry leaders, asks "Who are rising young stars of tv' 
radio advertising?" They cite 70 "comers" in agency, client, media 

Why JWT and Esty stay strong in radio 

36 This pair of top, veteran agencies invest over $18 million annually in 
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What we worried about in 1950 

38 SPONSOR turns back clock, reminisces about the problems that plagued 
us a decade ago. Remember how we worried about Faye's bosom? 

How Page & Shaw tv test paid off 

40 Candy manufacturer uses I.D. to broaden distribution in Ohio-Michigan 
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How an automated tv station works 

42 Media v. p. of Cincinnati agency visits new automation system at WKRC- 
TV, says that this installation will save agency supervisory headaches 



16% increase in apple turnover 

Here's how Western New York apple growers turned 25% crop fall-off 
into 16% sales increase via 15-market spot drive, merchandising tie-in- I 

They're not axin' 'em like they used to 

45 Network tv's first 13-week lap has emerged as one of the most stable in 
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14 Commercial Commentary 

60 Film-Scope 

30 49th and Madison 

64 News & Idea Wrap-Up 

6 Newsmaker of the Week 

64 Picture Wrap-Up 

26 Reps at Work 

76 Seller's Viewpoint 

52 Sponsor Asks 

62 Sponsor Hears 

19 Sponsor-Scope 

78 Sponsor Speaks 

78 Ten-Second Spots 

74 Tv and Radio Newsmakers 

59 Washington Week 

Member of Business Publications 
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SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation and 
Advertising Offices: 40 E. 49th St. (49 & Madison) New York 17, N. Y. Telephone: MUrr 1 
Hill 8-2772. Chicago Office: 612 N. Michigan Ave. Phone: Superior 7-9863. Birmingham 
Office: Town House, Birmingham. Phone: FAirfax 4-6529. Los Angeles Office: 6087 Sunset 
Boulevard. Phone: Hollywood 4-8089. Printing Office: 3110 Elm Ave., Baltimore 11. 
Md. Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countries $9 a 
year. Other Foreign countries $11 per year. Single copies 40c. Printed in U.S.A. Address 
all correspondence to 40 E. 49th St., N. Y. 17, N. Y. MUrray Hill 8-2772. Published weekly 
by SPONSOR Publications Inc. 2nd class-postage paid at Baltimore, Md. 

©I960 Sponsor Publications Inc. 


16 JANUARY I960 


oontime's a merry time for wives and mothers (nap- 
le for kiddies) . . . time when thousands of Central 

jwa housewives relax and raise the curtain on 

7HO-TV's popular Family Theatre. 

Family Theatre's playbill is always full of hits from 
ie immense WHO-TV film library*. . . offering the 
lvertiser (at amazingly low costs) a large, loyal audi- 

ice of Iowa's biggest spenders. NSI puts Family Theatre 
d-and-shoulders above competition — No. 1 in 30 of 40 
tarter hours surveyed, Monday-Friday (Noon-2 p.m.)! 

Ask your PGW Colonel for availabilities in Family 
eatre — one of many "station time" success shows on 

AGM Package • WARNER BROTHERS "Vanguard" * "Showcase 
'ackage" + NTA "Dream," "Champagne," "Lion" •*• SCREEN 
iellation" -k M and A ALEXANDER "Imperial Prestige" * PAR- 
iMOUNT LIBRARY and others. 


(November, 1959) 




Number Reported 



Percent of Total 



WHO-TV is part of 

Central Broadcasting Company, 

which also owns and operates 

WHO Radio, Des Moines 

WOC-TV, Davenport 


























Channel 13 • Des Moines 

NBC Affiliate 
Col. B. J. Palmer, President 
P. A. Loyet, Resident Manager 
Robert H. Harter, Sales Manager 
Peters, Griffin, Woodward, Inc., National Representatives 


16 JANUARY 1960 

Far - Reaching ! 

They're advertising 
for bear skins? 

Run for your life! 

can't reach us here. 

Seriously, advertising on SIX 
does have a "far-reaching ef- 
fect."' Quality of operation and 
superiority of coverage are be- 
hind our success. Your Weed TV 
man now has SIX straight years 
of surveys that prove it. 



NBC for 


WCSH TV 6. Porllond WIBZ-TV 2, Bangor 

WCSH Rodio. Portlond 

WLB2 Rodio. Bangor WRDO Rodio, Augusta 

of the week 

(hi 1 March, the Taft Broadcasting Co. gets a rice president 
in charge of operations ir/io icill supervise all fire Taft tc 
stations as icell as the group's four am-fm radio outlets. The 
neic r.p. is Latcrence "Bud" Rogers, of Huntington. W. Va. 

The newsmaker: Lawrence H. Rogers. II. still on the 
ward side of 40 but already a tv veteran, will soon carry into five 
states the broadcast savvy he acquired in one — West Virginia. 

In 1948. Rogers was responsible for building that states first ;v 
station — W SA\ -T\ in Huntington, and has managed it ever since 
He is president of the Corporation that operates it and is also presi- 
dent of Kanawha \ alley Broadcasting Co.. which owns WKAZ Radio 
in nearby Charleston. Now he 
moves on to supervise the five sta- 
tions of the Taft Broadcasting Co.: 
WKRC - AM - FBI - TV. Cincinnati. 
0.: WTVN-AM-FM-TV, Colum- 
bus. 0.: WBRC-AM-FM-TV. Bir- 
mingham. Ala.: WBIR-AM-FM- 
T \ . Knoxville. Tenn. : and W KA T- 
TV. Lexington. Ky. He will report 
directly to Hulbert Taft. Jr.. Presi- 
dent of the Taft Stations who had 
this to say about the appointment: 
AV e have an extremely efficient 
but somewhat too small central of- 
fice. I believe Rogers will add considerable strength to the organi- 

The belief is well-founded. Rogers is a whiz on all fronts — pro-* 
graming and technical. In tv"s early days, he directed construction! 
of the first successful, privately owned, long distance microwavel 
relav svstem for local station-network service that formed a patternj 
for similar systems still in use in some parts of the I . S. Also on| 
the technical side. Rogers played a pioneer role in delayed network! 
service to non-Daylight Saving Time areas. 

\ staunch believer in tv's responsibility in such areas as news a: <b 
public affairs. Rogers worked hard at W SA\ to build up the ne\vd 
reputation it now enjovs. He personally became well-known in thej 
area for his Sunday evening editorials. 

Rogers is one of the founders and a former board chairman :»f| 
TvB. currently serves on committee on editorializing of NAB. is a> 
member of Television Information Committee. NBC TV Affiliates 
Board. Assoc, of Maximum Service Telecasters and charter member 
"f Society of Television Pioneers. An Ivy Leaguer i he was gradu- 
ated from Princeton i and a yachtsman i each summer finds him off 
the New England coast*. Rogers is married to the former Suzanre 
Hamilton Long of Huntington. They have six children. Between 
now and 1 March, they will vacation in Europe 

vrence h. Rogers 





Suppose you have three TV-media-buying plans for Washington, D. C. One 
plan involves WMAL-TV and Station B. Plan 2 involves Station B only 
(horrors!). Plan 3 involves WMAL-TV only (now you're planning). 

Suppose you prepare schedules for WMAL-TV and Station B. placing them 
in a file folder tabbed "Plan One.'" In another folder, tabbed "Plan Two," you 
place two schedules, both for Station B. In a third folder, tabbed "Plan Three," 
you place two schedules, both for WMAL-TV. 

Then a gremlin sneaks in and mixes the tabs, leaving all folders incorrectly 
tabbed. Along comes a sterling-type fellow from H-R Television, Inc. You 
explain the tab mix-up. telling him what each folder contained originally. 

He makes you a sporting proposition. "Let me look at one folder tab and one 
schedule from its folder and 1*11 tell you what's in all the folders. If I'm right, 
put Plan 3 into effect." 

You think a moment about the odds — and accept. He selects the folder 
erroneously marked Plan 1. From it you show him one schedule. It's for 
WMAL-TV. Our H-R hero says "The other schedule in this folder is also 
for WMAL-TV. And the folder wrongly marked Plan 2 must now contain 
schedules for WMAL-TV and Station B. The remaining folder must contain 
the two Station B schedules." 

He's correct. You put Plan 3 in effect, a smart move anyway. How did the. 
H-R man do it? 

(For every correct explanation of the logical .steps involved in this solution we'll 
supply a copy of Dudeney's delightful "Amusements in Mathematics," published 
by Dover Publications, Inc., New York) 


Channel 7 Washington, D. C. 

An Evening Star Station, represented by H-R Television, Inc. 
Affiliated with WMAL and WMAL-FM, Washington, D.C.; WSVA-TV and WSVA, Harrisonburg, Va. 

I5P0NS0R • 16 JANUARY 1960 7 

take you 
now tow. 

The most exciting wonts in radio — 
and they earn/ a special meaning 
on the XBC Radio Nettcork 
where microphones range far and near 
to capture the Souiul of the Sixties. 

The roar of a rocket . . . 
the din of a political con rent ion . . . 
the familiar cokes of headline 
personalities and favorite 
entertainers— these sounds are part 
of the Listening Watch 
which will be kept by XBC Radit 
in the critical gears aheu 


ese sounds— and many more: 
'ic immediate sounds of news events— 
reported and interpreted . . . 
and the lighter sounds 
of music, comedy, drama. 
They're brought to you, 
moment-by -moment, day-after-day 
on such programs as 
News of the Hour, Emphasis 
and weekend Monitor . . . 
the kind of programs 
only Network radio can provide. 

For listeners the new 
1960 NBC Radio Schedule represents 
what they want to hear: the important, 
exciting, entertaining sounds 
which reflect our changing times. 
And for advertisers, 
an unparalleled opportunity 
to capitalize on the 
greatest listener-interest in history. 

the sound of the sixties on 



proves its 

dominance in the 

Raleigh-Durham market 

Day Part Station Shares 

And Total Homes Reached 

Durham-Raleigh — November, 1959 

(Based on '/j hr. homes reached by all stations) 

Table 1. Metro Area 







6 am-9 am 

) am-Noon 

Noon-3 pm 

3 pm-6 pm 

6 pm-9 pm 

9 pm-Mid. 











A. C. Nielsen Co. report 


Raleigh, N. C. 



NBC plus top programs from ABC 
Represented by H-R Television, Inc. 




Editor and Pu 

Norman R. Glenn 


Elaine Couper Glenn 

Bernard Piatt 

Executive Editor 

John E. McMillin 

News Editor 

Ben Bodec 

Managing Editor 

Florence B. Hamsher 

Special Projects Editor 

Alfred J. Jaffa 

Senior Editors 

Jane Pinkerton 
W. F. Miksch 

Midwest Editor (Chicago) 

G"en Smart 

Film Editor 

Heyward Ehrlich 

Associate Editors 

Pete Rankin 
Jack Lindrup 
Gloria F. Pilot 

Ben Seff 

Contributing Editor 

Joe Csida 

Art Editor 

Maury Kurtz 

Production Editor 

Lee St. John 

Readers' Service 

Lloyd Kaplan 

Editorial Research 

Barbara Wiggins 
Elaine Mann 


Eastern Office 

Bernard Piatt 
Willard Dougherty 
Robert Brokaw 

Southern Manager 

Herb Martin 

Midwest Manager 

Roy Meachum 

Production Manager 

Jane E. Perry 


Allen M. Greenberg, Manager 
Bill Oefelein 


S. T. Massimino. Assistant to Publisher 
Laura Oken, Accounting Manager 
George Becker; Rita Browning: 
Charles Eckert; Wilke Rich: Irene Sulzbacil 
Flora Tomadelli; Betty Tyler 


16 JANUARY 19<3(| 



Everyone knows the answer: the hero wears a 
white hat, the heavy wears a black hat. And 
when the commercial comes on, you don't have 
to guess long: if the audience remains seated, 
it's a Good-ie Keeping the family rooted to 

their chairs during the product sell is one of the 
toughest jobs in television. There's no hero in 
horse opera to match the advertising agency 
that can wring major sales and profit from that 
crucial minute. N. W. AYER &, SON, INC. 

The commercial is the payoff 

This h 

cultural democracy 
in action: 






Share of 









In the '50s television came of age. Its growing pains were necessarily marked 
by occasional dislocations and disenchantments as well as by many brilliant 
cultural achievements. 

And in the '50s, as television emerged as the world's largest mass medium, 
it became clear that the television audience is actually many audiences, with 
widely diverse tastes. 

The programming obligations of the broadcasters must therefore be based 
on a democratic concept of cultural freedom— that is, the rights of the people 
to want what they want when they want it. 

Obviously no one is told what to watch in this country. Instead of arm-twisting, 
we go in for dial-twisting. It is this broad freedom of choice, as it naturally 
evolved in the '50s, which makes the graph on the left worth noting. This 
graph shows at a glance how consistent has been ABC's gain in average share 
of audience t over the peak viewing periods of seven Decembers. 

Today, in a medium where cultural democracy supplies the most definitive of 
measurements, ABC has now gained the largest share of audience* This is an 
expression of popularity achieved, it would seem, by giving more people what 
they want when they want it. This will continue to be our goal for the sixties. 


. . 

Sunny" Says: 


When you put your money on 
WSUN you've got a real win- 
ner. A pair- a -mutual payoff 
factors are the Nation's 26th 
Retail Sales Market, TAMPA- 
WSUN. Serving a 29 county 
population of 1,203,400, 
"Sunny" delivers more radio 
homes, at the lowest cost per 
home, of any station in the 
heart of Florida. Pssssssst! If 
you want to wind up in the 
winners circle . . . get on 

*Sales Management 










by John E. McMilU 


■I "~ 

The Pipes of Ban 

At least they are not using the Venus de Milo. 

That I think is the nicest thing you can say 
about the current "statues with body odor" com- 
mercials which Ogilvy, Benson & Mather are 
running as tv spots for Ban, the Bristol-M\ers 
stick deodorant. 

Brilliant. British-born David Ogilvy. himself 
a director of the New York Philharmonic and an 
ardent worker with John D. Rockefeller III for the Lincoln Squar 
culture center, has shown a sensitive respect for art 

He has not ransacked the Louvre. He has not desecrated the Elgi 
Marbles. He has resisted the temptation to poke his cameras into th 
armpits of the Laocoon. 

Those glistening Ban-type statues are obviously plaster of Pari 
copies of Hollywood copies of Roman copies of Hellenistic copies i 
legendary Greek originals, long lost in the mists of civilization 
rosy-fingered dawn. 

But all the same, the Ban commercials are pretty frightening. 

Oh, the wonder of it all 

Not since Henry Luce hired Westbrook Van Voorhis to express th 
Time-Life wonder of it all on radio's March of Time have I hean 
anything to match the sepulchral organ tones of the Ban announce] * : 

In a rich brown chocolate diapason he proclaims, "In the maturi • 
male and in the mature female, powerful glands in the curve of th 
arm secrete perspiration." 

And then, as your astonished eye travels along the marble muscle 
of a somewhat spurious Apollo, his voice hardens, "When bacterii 
attack these glands they give off an offensive odor. 

Pretty classy, don't you think? And such a decent, well-bred wa; 
of expressing it. 

In my ragamuffin Yankee boyhood we never talked like that. In 
stead we used to smirk and snigger about B.O. And when we fel 
particularly vulgar we chanted an old refrain which I slightly bowd 
lerized) went like this: 

"Shucks Ma, I can't dance. Cause when I dance I sweat. Ar 
when I sweat I stink. And when I stink the boys don't like me. A 
shucks Ma, I can't dance." 

But then, of course, we didn't have David Ogilvy with us in thos< ^ 
days. We were just rough, tough, crude Americans 

And culture had not yet crept into advertising. 

Where will it all end? 

I wonder, though, if this Ogilvy-inspired peep into the Parthenon I 
this scrambling of Phidias, Praxiteles, and patent medicines, is alto 
gether a healthy trend. 


16 JANUARY 19c ( 

Should Oxford and Harvard-educated admen use their trade to 
enrich the lowly masses with an appreciation of the classic arts? 

Should Daphne, Amaryllis, Iphigenia. and Agamemnon loom larg- 
er on America's 21-inch screens? 

Should we mix detergents and Dionysus, corn flakes and Clytem- 
nestra, and play the pipes of Ban and the Lestoil lute in every spot 

If you believe that Madison Avenue has a mandated mission of 
noblesse oblige you will probably say yes. 

But before you start rapturizing about the possibilities of adver- 
tising as a great culture medium, consider the poor admen who must 
perform these Herculean labors. 

Are you being quite fair to us? 

Don't forget, most of us have never had David Ogilvy's advantages. 

It's all very well for him — with his Continental background, his 10 
jenturies of British aristocracy, his memories of Crecy and Agincourt 

-to come charging over the wine-dark sea with these dazzling dis- 
plays of taste, breeding, delicacy and refinement. 

But most of us in the ad business are from places like Bad Axe, 
^Newark, Bellows Falls and South Chicago. 

We went to schools like B.U., Oklahoma Aggies, Yale, Slippery 
3 Rock Teachers and Arizona State. 

We're just folks, ordinary under-privileged folks who don't think 
"or talk good, like a gentleman should. 

And if you expect us to sling this Ban-type literary language, to 
cram our commercials with classic Athenian beauty, to make every 
consumer a Hector and every housewife an Andromache, you're ask- 
ing an awful lot. 

I don't think we're up to it. 

The isles of Greece, the isles of Greece ! 

What do you suppose would happen if us dead-end kids tried to 
... .employ the neo-cultural Ban-Ogilvy approach? 

You'd probably see a tight closeup of a bust of Homer's grizzled 
head, while a cathedral-voiced announcer reverently intoned Lord 
Byron's lines, "The isles of Greece, the isles of Greece!" — and then 
,,; went into a pitch for greaseless hair tonic. 

Or we might pan slowly over the gleaming statue of the Discus 
, K |, Thrower, while solemnly proclaiming that, "From the first syllable 
of recorded time, the physically active male has suffered from lesions 
and fungus growths between his pedal phalanges." 
\v;s Or think what we might do for the Maidenform bras. A smoky- 

tes < 







voiced Cassandra, muttering through an echo-chamber, "In the ma- 

ture female, and in the immature female, uplift spells success," as 
red 'our camera rose exultingly to the Winged Victory of Samothrace. 

It might be advertising. But it wouldn't be art. And frankly, fel- 
lows, it would lack that indefinable cultural touch, that precise je ne 
sais quoi of aristocratic breeding that marks the Ban commercials. 

No, this Ogilvy is a genius. Like Shakespeare, he has proved that 
he can "people the sea coasts of Bohemia with timeless Englishmen" 
— Commander Whitehead, the Tetley Tea Taster, the man in the 
Hathaway shirt. 

And when it comes to wedding Demosthenes, Diana and deodor- 
ants, he is just in a class by himself. We'd better not try to imitate 
lis sensitive artistry. 

We have, perhaps, the simple faith. We lack, alas, the Norman 
blood. ^ 

wmca 570k. 
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Call us collect at MUrray Hill 8-1500 
Or contact AM Radio Sales. 


16 JANUARY 1960 


... in 


. . . these 20 top local and national spot advertisers 

Programs and Announcements 



Programs and Announcements 


ams and Announcements 


Programs and Announcements 





Programs and Anno 


Programs and Announce' 











Again, the finest local and national spot advertisers recognize the sales 
effectiveness and high standards of entertainment and public service delive 
by h '''HUM -RADIO. Once again, LIFE Showmanship programming 
and LIFE Sales manship performance have made WBBM-RADIO the » 
honored and most sponsored radio station in the nation's second marie/. 



16 JANUARY 1960 


. . . 20 top local and national spot advertisers on wbbm-radio spent 





i : and Announcements 


gra- 1 s and Announcements 

ANOARD OIL CO. (Indiana) 
j ... and Announcements 


gra .ncements 


;■ ncements 




Chicago's Show manship Station 
Call Bill Connelly-WHitehall 4-6000 or CBS Radio Spot Sales 

PONSOR »~ 16 JANUARY 1960 




NED SMITH, manager of our San Fran- 
cisco office, one of ten offices providing 
fast, efficient service to Advertising 
throughout the U.S. -service that helps 
advertising dollars deliver extra value. 


Manufacturing is California's major 
industry — a fact often surprising to 
those who think of the state mainly 
in terms of fruit or film. In just six 
years following World War II, Cali- 
fornia's industrial production more 
than doubled. 

In helping west coast industries 
get a greater share of America's con- 
sumer dollars, Spot Television has 
played a big part. And in 25 key mar- 
kets, the stations that consistently 
deliver top selling-power per dollar 
are represented by Blair-TV. 

Efficient time-buying demands ac- 
curate down-to-the-minute data on 
these markets and stations — data 
instantly available to the Bay Area 
through our San Francisco office. 


Blair-TV operates on this basic 
principle: that alert informed repre- 
sentation is a service vital not only 
to stations but also to all Advertis- 
ing, and to the businesses dependent 
on it for volume and profit. From the 
first, our list has been made up of 
stations and markets we felt in posi- 
tion to serve effectively. Today these 
stations cover 56 percent of Amer- 
ica's population — virtually 60 per- 
cent of its effective buying power. 

In its area, each of these stations 
stands as a power-house of selling 
force. To help advertisers and their 
agencies make most profitable use of 
that force, is the constant objective 
of our entire organization. 


W ABC-TV- New York 

WHDH-TV- Boston 

WCPO-TV- Cincinnati 
WEWS- Cleveland 
WXYZ-TV- Detroit 

KFRE-TV- Fresno 

Harrford-New Haven 
KTTV — Los Angeles 
WMCT- Memphis 

WDSU-TV-New Orleans KGO-TV-San Francisco 

WOW-TV- Omaha 
WFIL-TV- Philadelphia 
WIIC- Pittsburgh 
KGW-TV- Portland 
WPRO-TV- Providence 


KTVI- St. Louis 

Tampa-St. Petersburg 



Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 


16 JANUARY I960 

Cwrliht IBM 



For the second week in a row new business for national spot radio was moving 
along at a gratifying pace for the medium. 

One of the big ones of the week was the Lucky Strike (BBDO) campaign, involving 
about 75 markets in five flights of five weeks each at the rate of 10-15 spots a week. 

Another American Tobacco brand, Pall Mall (SSCB) is gearing itself for an extra 
flight in February. 

Other buying activities included Chesterfield (McCann-Erickson), DuPont's Men's 
Wear division (BBDO) and Bristol-Myers' Trig (BBDO). 

A not so happy note: Sinclair (Geyer, MM&B) has cancelled out all radio, as of 13 
February, pending, as the agency put it, a general reexamination and decision of the 
company's media plans for 1960. Maybe this is significant: Richard Ferricker, who was 
on Esso at McCann. recently joined Geyer as executive v. p., with Sinclair a special charge 
of his. 

Don't think it's all skittles and beer in the relations between the tv networks 
and their affiliates when it comes to clearing time for sponsored public service and 
informational shows. 

There are still stations that refuse to accept such programs on the grounds that 
their controversial nature would tend to antagonize local viewers. 

It happened most recently in the case of the Population Explosion chapter of CBS 
News Reports. 

To assure maximum clearance for these specials CBS takes the precautions of giving the 
stations, in advance, as complete a rundown as possible via closed circuit or tele- 
type of each of them. 

In light of what's transpiring in Washington at the moment and CBS' plans for balanced 
programing next fall, the network is of the optimistic belief that the clearance prob- 
lem in matters of public service will shrink to the vanishing point by next fall. 

With the steel strike out of the way, Detroit again has become the special mecca 
of sales effort on the part of both the networks and the reps. 

The main focus of pitching at the moment is Chevrolet, and that involving the three tv 
networks and the company's plans for the 1960-61 season. 

Indications are that not only has Pat Boone had it with Chevrolet but that the division 
is contemplating a much lessened role for Dinah Shore. The new top management team 
at Chevrolet may go so far as to wipe the tv sheet clean. 

Judging from a quick check of automotive agencies, spot will benefit handsomely 
from the big sales push, especially among the compacts, slated for the spring. 

At the rate that new business was perking this week national spot tv should 
likewise register a whopping January. 

The buys out of New York included Gaines' Gravy Train dogfood (Benton & 
Bowles), average of six spots a week; Puffs, P&G's competitor to Kleenex, five to eight 
spots a week: limited markets for Tenderleaf Tea, Scott Paper and Stripe toothpaste fall 
JWTK Lever's Dove (OBM) extended its schedule for 1960. 

Chicago spot tv activity included Tea Council (Burnett), 20s this time: Wrigley 
Doublemint (Myerhoff), 52 weeks in 50-odd markets: Helene Curtis (Weiss) six weeks. 


16 JANUARY 1960 


SPONSOR-SCOPE continued 

National spot lv also started off the new year with a couple surprising schedule 

The accounts were Maypo (Fletcher Richards), hailed as one of tv's standout success 
stories, and Pillsbury's cake mixes (Burnett). Maypo's tv investment has been at the 
rate of ahout $1 million a year, while the cake mixes have meant ahout $1.5 million 
for the medium. 

The explanation SPONSOR-SCOPE got from Maypo's ad manager, Frank C. 
Marshall, was to this effect: schedule reductions had been made necessary by both under- 
estimating costs and overspending in some markets. In some markets this resulted from 
upped rates when certain economy packages became no longer available. 

Burnett declined to discuss the Pillsbury move out of the spot picture, but 
here's one speculation : it's got a new product or package coming out and hence is sav- 
ing its ammunition for the big boom. 

Spot radio likewise suffered a bit of chagrin the past week: this coming from 
American Bakeries (Y&R, Chicago). 

After an admittedly successful 12-week run with its 2 ^-minute pop-tune com- 
mercials, the chain swung the entire budget to newspapers for the coming spring and 
summer, with the plan of coming back to radio in the fall. 

The client's story for exchanging media: a change of pace stimulates interest. 

It doesn't look now as though the so-called magazine concept will play any sig- 
nificant part in CBS TV's future. 

Agencies that lately have been inquiring about the prospects of the network 
experimenting with the concept one night a week come the fall have been told this: just 
forget about the whole thing. 

CBS TV had indicated that its plans included carving off one night for a trial in bal- 
anced programing exclusively controlled by the network and selling it on a par- 
ticipation basis. 

A suspicion stemming from the assurance: that the idea of having to contend with 
the segment participation plan on a broad scale didn't sit well with CBS' affiliates. 

After passing up the offer for over a year, NBC Radio chief Joe Culligan de- 
cided this week to move over to McCann-Erickson as a general corporate executive. 

Culligan, regarded as one of the most colorful and dynamic personalities in the business, 
will operate closely with Marion Harper, Jr., making them, to put it mildly, a team of well- 
dovetailed attributes and background. Joining date: 1 March. 

Harper's plan for Culligan will in due time move him into practically all areas of the 
company's business, including advanced projects, clients' problems, McCann-Erickson affiliate 
company relations, and as the chief sparkplug for the agency's current grand strategy, 
namely, Operation Thrust. 

In addition to being a corporate officer Culligan will be on the directorate. 

If you accept P&G as a pretty good forecaster, as well as bellwether, on media mat- 
ters, look for tv rates generally to go up at least 5% in 1960. 

Anyway, that's what the media planners out in Cincinnati are banking on. 

Judging from random comment picked up by SPONSOR-SCOPE on Madison 
4. venue the past week the prospect for summer business in tv this year looks un- 
usually sharp. 

\ number of seasonal accounts new to tv appear to be in the offing, and what agency- 
men say would be welcome: updated data anent summer and recent success stories. 



16 JANUARY 1960 

SPONSOR-SCOPE continued 

Elgin (JWT) would like to latch onto a couple Jack Paar specials as its main 
spearhead for gift-season promotions next fall. 

It's been using participations on Paar regular shows and is interested in buying, if it can 
get them. 

Look for the real slugfest in competitive network tv selling during 1960 to take 
place within the daytime arena. 

With the transfer this week of Robert McFadyen from sales development to manager 
of daytime sales at NBC TV, all three networks are now primed with executive manpower 
to sparkplug the specialty of day selling. 

What advertisers and agencies can likewise expect: far more presentations about day- 
time, in volume and frequency. 

The pressure on the dayside has been augmented by the fact that lots of small advertis- 
er money is being siphoned off from this area by nighttime network spot carriers. 

For NBC the daytime billings problem has been further aggravated by the loss of two 
heavily-sold and high-rating strips, Tic Tac Dough and Treasure Hunt. 

Inadvertently, as NBC TV girds itself for a bigger share of the daytime billings, the em- 
phasis in its sell is undergoing a change. 

The philosophy as it now shapes up : with the number of advertisers who can afford day- 
time network only limited, daytime should be approached as basically a supplemen- 
tary to nighttime for the bigger spenders. 

And as a secondary purchase it offers: 

• 85% of all U.S. homes as compared to 96% of all homes after 6 p.m. 

• A cost efficiency, if bought extensively enough, is a fourth or a fifth per commer- 
cial minute of the nighttime figure. 

• An added dimension in viewing: daytime showed 18% more homes in 1959, where- 
as nighttime had an increase of less than 7%. 

CBS TV affiliates are being given the privilege of selling the first 20 minutes 
locally of Be Our Guest, which is replacing The Lineup. 

Only complication to this that might develop : if a network sale poses product conflict the 
local sponsor will have to depart — on two weeks' notice. 

Helene Curtis keeps adding to its tv investment: this time with a spot pattern on 
ABC TV at night. 

The buy involves at least four shows and comes out of Chicago. 

Don't be surprised if General Foods continues to keep all its nighttime net- 
work tv eggs in the CBS basket next season. 

At a session in White Plains last week CBS is reported to have submitted a pro- 
posed innovation in its discount structure that makes it worthwhile for the food giant 
to remain on that network. 

GF showed restlessness after it found that CBS' rate regrouping for specific eve- 
ning periods, come April, would up its annual time bill by about $600,000. 

At least two of the General Foods agencies had suggested that this nighttime business 
be moved to ABC TV. 

Program note: GF is taking a look this week at the Andy Griffith pilot. 

'nsor • 16 JANUARY 1960 21 

SPONSOR-SCOPE continued 

According to topnotch agency researchers, Congressional probers may f 
lliemselves out on a frustrating limb when they get around to the rating services 

Sax these specialists: When the rating services are analyzed correctly and tl 
data put into the proper context, the results come out closely alike. In other w( 
if the seven-city Arbitron is matched against the same Nielsen markets there's scarcely 
difference in the correlation. 

The basic fault for all the rating controversy : the ways the figures are being ug 

The tv rating services keep pushing up the ante on what they'll deliver : Trem 
is adding five markets on the West Coast, making a total 30 markets polled. 

The markets — it's the first time any service has included that area — are: Los Ange 
San Francisco, Seattle. Portland and Spokane. 

Making this practical: All tv networks now have a same feed pattern for the Coi 
Trendex's competitors are expected to follow suit. 

Several station reps have been quietly taking a look at the prospects of 

this year with the view of perhaps investing some money in the medium's behalf. 

Such as financing some studies on fm and veering more of their sales and pror 
tion effort toward the medium. 

One of the reps has been feeling out media planners and account men on their thi 
ing and disposition toward the medium. 

TvB is aiming to make it easier for potential tv advertisers and stations to 
a loan out of bankers. 

The helping hand: A presentation in book form addressed to banks acquaint 
them with what tv is about and what it's done to build various businesses. A case in pa 
cited : Lestoil which borrowed 820,000 to make its initial investment in tv. 

There's quite a diversity in the prices being asked by NBC TV per tah 
quarter-hour for the realigned programing between 2 and 4:30 p.m. 

The quotations: Queen for a Day, S200; Dr. Malone. S200; From These Rod 
S200; Comedy Theatre, S1,000; Adventure Theatre. S1,000: Loretta Young, S3.CH 

Note: The Loretta Young repeats are not included with the others in the 
bonus plan whereby a daytime advertiser who buys three quarter-hours gets the fourth gi 

Another example of how far CBS TV is ready to go to make it economical 
attractive for advertisers to sponsor its quality programing. 

The production cost on Playhouse 90 (as an intermittent program) is being increasl 
by at least a third — the weekly average had been S110,000 — but present sponsors ^1 
be billed at the old price, namely, $37,000 per half hour. 

Witness this latest twist in the trend of media people toward tv program 
partment authority: Bert Mulligan, who had been Compton's chief timebuyer. is 
No. 2 man in the agency's program bailiwick. 

The spot had been previously occupied by a programing specialist. 
Mulligan's transfer sprouted these two designations: Bob Liddell to head timebu 
and Graham Hay to assistant head timebuyer. 


For other news coverage in this issue, see Newsmaker of the Week, page ij 
News and Idea Wrap-Up. page 64: Washington Week, page 59: sponsor Hears, page 62 : Trd 
Radio Newsmakers, page 74; and Film-Scope, page 60. 


sib | 

and t | 

dedicated to 

better programming 

and outstanding service 

to our clients 


every modern facility for complete programming 






This month, WBEN-TV goes on the air from its ultra- 
modern studios, control room and offices. These new 
buildings house important technological advance- 
ments for production of television, AM and FM 

In combination with the outstanding shows of the 
CBS Network, WBEN-TV will be able to provide 
the more than 2,000,000 people of our coverage 
area that something "extra" which adds up to sales, 
success and prestige for the client. 

To our advertisers this means more effective means 
than ever before through this proven facility to reach 
most of the people most of the time, and to make 
TV dollars count for more on Channel 4. 


The Buffalo Evening News Sfation 



CBS in Buffalo 





Diamond Thieves 

Forged Currencies 

Firebug Extortion 

Protection Rackets 

Insurance Frauds 

Crime Lords 

Securities Swindle 

Raging Epidemics 










as Chief Inspector Duval 


The Rank Organisation Limited 

(of J. ARTHUR RANK fame) 

with established world-wide facilities 

could produce this absorbing television series 

in association with 

The Jack Wrather Organization 

for I T C. 


488 Madison Avenue • New York 22 • PLaza 5-2100 


100 University Avenue • Toronto 1, Ontario • EMpire 2-1166 

A Top NBC 
Award Winner 

"The Giant 




Miss Edna Seaman 

WFBC-TV's Promotion Manager 

For Audience 
Promotion in 




Using the theme "Total Television in 
DIXIE AFTER DARK", Miss Seaman was 
one of the top 5 winners in NBC's nation- 
wide audience promotion contest from 
August II through October I Ith. She 
thus wins for herself an all-expense paid 
trip to Hollywood ... and for WFBC-TV 
and its clients she maintains dominance 
in the Sreenville-Spartanburg-Asheville 





Repreiented Nationally by 


Reps at work 

Russell Walker, John E. Pearson Co.. Inc., New York, has note 
a willingness by advertisers to try new techniques in broadcast media 
last year. "Some of the techniques are really adaptations of estalJ 
lished ideas, but it does appear that there are now more varied wa\ 
of getting response and impact. Television has given us the pra< 
tice of alternate week sponsorship. 
In the last few years, however, 
some radio advertisers have used 
this technique with spot packages, 
running heavier schedules on al- 
ternate weeks by using 20 spots a 
week for 13 alternate weeks in- 
stead of 10 spots per week for 26 
weeks. The "mixing" technique has 
been used more than ever before, 
where minutes. 20- or 30-second 
spots and even I.D.s are combined 
in one campaign. Another prac- 
tice that is more in evidence these days is advertiser use of prograr 
time and announcements in a combined effort." Russ wonders if thi 
might lead any stations to change the standard practice and alio.*] 
combining of programs and spots for discounts. "The use of pr< 
gram time with spots is a healthv sign and we look for it to grow. 

Robert Aissa, Yenard. Rintoul ^ McConnell. Inc.. New \ ork. fee, 
that direct contact between representative and advertiser shou. 
usuallv be arranged for at the agency level. "Contacts made in th 
manner are mutually advantageous and contribute to a better worli 
ing climate for everyone concerned. Certainly no one knows moi 

about an advertisers philosophy • 

advertising than an agency's bu 
jg^Bi^B|^^ er. media director and accou- 

group. I think that only und- 
^8k ** very special circumstances is it d- 

m sirable for the rep to contact tl 

^kj client without the knowledge, a 

^^^^^ vice and consent of the agenc\ 

frw ^k Bob feels that reps and agencie 

/«£ A can have a workable understand 

a I M ing on this matter. "For the mo- 

mh 3. part, agencies prefer to have re: 

^^^^^^^^ ^^^^^^^^^^^ call on advertisers onl) when 
large or unusual t\ pe of appropriation is involved. Of course, in tl 
case of baseball sponsorship, which is definitely a specialty, a csl 
Oil the client would lend impetus to the agency's proposal. In the- 
special instances closer cooperation between agencvmen and reps w 
have positive results for the client and for the industry as a whole. 


16 JANUARY 19 

M % 

™ T * *>» 

No mountains. No deserts. 
No great bodies of water. 

No wastelands. No distractions (to speak of). 
| No dearth of TV sets (more than half of lowats m 
734,600 TV homes in our TV area). 
No doubt: WMT-TV. CBS Television for Eastern Iowa. 
Cedar Rapids— Waterloo. 
National reps : The Katz Agency 






■ i 








• r a 50-w° rd 
1R WEW Wgan to ai 

O" — SV^ast — -r^rvw^one on 

announcement at the tu , *e y yQUr 

".••^ ether :Day V^ would ^U day* ThanKsgiv-S 
Tbankseivxng Day . £very hoU r all ^ 

wish come true. & _ ve away a me and address 

Day «'re 60^6 Just ma xl your qualify* 

transistor rad ^ 4 14^ ^ 30 . 

Throng Nov 2£ 154,087 by M Qf hat 

entri6S ' U to have Piled «Pj°^ r one market. 
^ iS P :°o be number one * the n 
it means to be ^10 Yoric 

New Yor* IV, 

eMl BEimowM« WE 

E lSW»N«.C0."* c - 




INGRES (1780-1867)— French School 

Put your advertising dollars on the No. 1 radio 
station in Houston . . . I\ IXUIh 

. . . lowest cost per thousand! 

''See Latest Surveys for Houston 


National Reps.. 


• New York 

• Chicago 
s • Detroit 

• Atlanta 

• St. Louis 

r • San Francisco 

• Los Angeles 



JAckson 3-2581 


49th a 



Kudos from kustomers 

Words cannot express my enthusias- 
for the stand sponsor magazine 
taking with regard to "More Inf 
mation for the General Public on t| 
Workings of Air Media." The e 
torial in the 19 December issu 
"Life Attacks the Ratings," is tr} 

I herewith request permission fro] 
sponsor to use this as an editor 
on WPTR. We will naturally gii 
sponsor magazine the credit. We w! 
introduce this editorial in any maj 
ner you wish. 

Every radio station and every tel 
vision station should air such maf 
rial as you have printed regularly. \ 
heartily urge them to do so. 

Again, my congratulations 
sponsor for furnishing its subscri) 
ers with such intelligent and we) 
written material, but it behooves M 
stations in the industry to get suj 
material and such information to tj 
general public. We can't just sell oJ 
ideas to one another and benefit by 

Duncan Mounsey 

exec. v. p. & gen. m( 



Ad big in caricature 

I understand that you have repri 
suitable for framing of a series of ci 
toons about the advertising busine 
I would appreciate it if you won 
send me a set of these and bill tl 

Joseph R. F : 
general mg 
KYOK, Inc 

• SPONSOR has a limited supply of thes. 
prints available to its readers at S 4- per 
Drawings were done by Jaro Hess. 

A thank you to you and your st^ 
for printing our item on the bus set 
ice by way of radio in your 5 Deed 
ber issue of SPONSOR ("Wrap-Up] 
We will be sending you news 



lue of our facility as we progress 

d groi 



Bill Wippel 
Pullman, Wash. 

werful results 
| 32 capsule 

ion ft | 
editoi I 

case history cam- 
igns covering Appliances to House- 
Id Franchises to Travel (sponsor, 
959 Radio Results," 26 Dec.) make 
r one of the most valuable report- 
lbia|g jobs in the broadcast media field. 
It's difficult to create "something 
iir everyone," but these Radio Re- 
jits are a source of ideas and infor- 
mation that can be put to good use 
th every type of client. 

Harry Novik 
pres.-gen. mgr. 

ilf n-type 

nv in fe been a sponsor reader for many 
ars now and the thought occurred 
,j me that I'd like to tell you, quite 
nply, that sponsor is a handy size, 
y to read, useful. 
iFor instance, using the yellow 
ges for the news section. Always 
isy to find. And the information and 
inds reported in the Sponsor-scope 
d Film-scope columns are well 
j>rth turning to. Like the man says, 
st "look for it in the yellow pages." 
Sam Brownstein 
Broadcast Time Sales 





ce summing-up 

tanks for the year-end report in the 
December sponsor. It's a difficult 
;b to summarize the events of a year 
d give them meaning and direction 
the small space of a magazine 
dele. But you capped the year with 
intelligent in-focus recapitulation. 

Sam Vitt 

es pitch 

•vish to state that I enjoy reading 
3NSOR for it keeps me up on adver- 
ing ideas from all sections of the 

I feel that it keeps me well-informed 
what other people are doing in the 
siness world and enable me to put 
>re power-force into my sales talks. 
Mary G. Sanger 
Oakland, Cal. 

Know the 

secret of 
your sales 

on ra 

Small budget or big one... fresh air gives you more for your money. More 
impact, more coverage with each broadcast second! This distinctive, new kbig 
programming adds greater prominence to your sales message . . . gets the 
attention and respect of a convincible, higher-income audience in 234 Southern 
California markets. Yet, you can buy 17 "minutes" of fresh air for less 
than the average cost of 10 on the other big-signal regional stations. 
Your kbig or Weed Rep has proof ! 

Different programming, different audience .. .KB IQ (FM) is a valuable 
combination buy with KBIG — at a special combination rate. 

Radio Catalina . . . 740kc/10,000 watts 


6540 Sunset Blvd., Los Angeles 28, Calif. • Hollywood 3-3205 

National Representative: Weed Radio Corporation 


16 JANUARY 1960 



n Roanoke ffTOger LOVES WROV! 

HYour personalities came through for us beyond our expectaiim 
. . . Over the three-day weekend period our usual sales 
volume doubled.JJ 

excerpt from a letter written by Charles W. Conner manager, Advertising and Sales ProrrxB 


Use these WROV personalities and ROANOKE will love you! WYNN ALBY ■ BARBARA FElI 



ffiliated with WEET, Richmonc ,!i 
Burt Levine, Presic^ 

hi \j i. r*:i 


16 JANUARY 1960 



SPONSOR polled industry observers, asked, 'Who 
•e young rising stars of radio and tv advertising?' 

Most frequently mentioned were these 73 ad pros 
om ad agencies, clients, networks, stations and reps 

■ven the man on the street in Poca- 
|lo, Idaho, knows that advertising 
very special lures for bright 
! ung men. 

But this detached observer ■ — im- 
pssed as he is with such star-studded 
istellations as Advertising. Radio 
i Television — has more in common 
h his Madison or Michigan Ave- 
counterpart than you might 
nk: neither can put into specific 
rds just what a bright young man 
... or why and how he becomes 
But they can easily spot one 
en they see one! 
(5PONSOR, in asking top people in 
broadcast industry for their nomi- 
ions of young professionals worth 
tching, suggested that these radio, 
agency, representative and adver- 

:s Prof 



tiser executives use their own person- 
al, workable definitions of a "com- 
er." In response, 73 names were 
heard most frequently. 

The majority of the 73 are "com- 
ers" in only one sense of the word. 
They've "arrived," in that they are 
performing responsible jobs: but they 
have farther to go — in the opinion 
of sponsor's informal panel — because 
of the merit and potential they've 
shown. Thus an agency vice presi- 
dent is hardly an advertising novice, 
but he may have such impressive 
management and cranial capacity that 
he seems marked for an even bigger 

Advertising, covering as it does a 
considerable scope of activities, has 
long been directed by people on the 

imiiimiiiiimiiimiiiiiiiiiiiiiiiii iiiiiiiiiiiniiiiiiii i mm i! n niiiiiiiiiiii'- 


HOWARD EATON, JR., is media 
dir. of giant soap, Lever Bros., N. Y. 


16 JANUARY 1960 

1 adv. mgr., American Bakeries, Cgo. 

iiiiiiiiiiiniiiiimiiiiiiimiiiiiiiiiiiiiiiiii mm iiiiiiiiiiiiiiiiimiiiiiiiiiiiiiimiiimii in I. 



l< >• >k-« >ut for new ideas, new ap- 
proaches and techniques, \'>ung and 
staffers who have management 
.1- well as creative potential. When 
such a prospect for future growth 
comes along, the tendency is to hang 
<m tightly, not tout him to the com- 
petition, always talent hungry! 

That's why all of sponsor's infor- 
mal panelists asked to remain anony- 
mous. Agencies, of course, are par- 
ticularly close-mouthed ahout the tal- 
ent in the confines of their offices. To 
avoid any direct selection by an ex- 
ecutive of his own personnel, SPONSOR 
in all cases asked for nominations of 

unusualh bright ><>ung people in oth- 
er companies and throughout differ- 
ent activities within the industr\. 

None of the nominees was told the 
list was being compiled or that his 
name was on it. And no employer 
was told any of the names. Thus an 
effort was made to keep the selection 
as objective as possible, and the se- 
lectors completely anonymous from 
each other as they are from sponsor 

The names suggested, of course, are 
only a small reflection of the vast 
number of "comers" or young-men- 
on-the-vvay-up employed in television, 

radio and advertising. These 73 a 
their work, however, are typical 
the youth and vigor which advert 
ing requires for its continued eff 
tiveness and growth. 

The leadership of tomorrow at t 
top levels of clients, agencies and i 
dia will be drawn inevitably from t 
second-level executive rank. In tl 
particular listing, sponsor's anah 
indicates that most of the men cil 
are in their 30's — a few are in th 
late 20's; a few, early 40's. But t 
emerging pattern of executives m 
ing into the top stratum of the h 
archv seems to peak in the mid-3 1 


AD\ ERT.ISING AGENCIES WORK diligently both inside and outside the shop to scout out executive and 
creative talent and to promote young men to additional responsibility as soon as possible. These eight, among 
the 45 agencymen commended to sponsor in its survey, reflect the great reservoir of talent in advertising 


director of media at Len- 
nen & Newell, New York 

DER, v.p.-tv rad. dir., Need- 
ham, Louis & Brorby, Cgo. 


v.p., bdcst. media, Ketch- 
um, MacLeod & Grove, N.Y. 


account supervisor at Grey 
Advertising in New York 



BILL REGA is a tv and 

radio copywriter at J. Walt- 
er Thompson's Chicago shop 


works as associate media 
dir. at Leo Burnett, Chicago 

DIXON HARPER is radio 
farm dir., Aubrey, Finlay, 
Marley & Hodgson, Cgo. 


new v.p. in charge of media, 

Donahue & Coe 

N. Y. 

- w*a 



- ^ . - _ _ . ■ ■ -■ 

a ci 
in tt 



"^ The inter-action of agencies, clients 

id media groups (stations, networks 

m id station representatives) demands 

high level of performance within all 

ese divisions of effort. Thus, ability 

ust be evident both in creative and 

""anagerial assignments. Client per- 

ruml 'mnel who were cited as having these 

' 'jalities included Howard Eaton, me- 

a director of Lever Bros. ; Robert F. 

ahoney, production supervisor in 

dio and tv at Colgate-Palmolive, 

id Robert Llewellyn, advertising 

anager of American Bakeries in 


On the agency side of the business, 
rsons interviewed by SPONSOR 
imed 45 persons whose job func- 

ns break down as follows: buyers, 
5; media, 11; radio/tv, six; ac- 
mnt executives, four; administra- 
/e and copy, three each; research, 
'O, with three others in miscellane- 
is niches. 

The young men in administrative 

anches of major ad agencies are 
^forming unusually demanding 
sks in their high executive posi- 
bns. Yet their future, panelists prog- 
isticated, should be even more bril- 
mt either within the advertising 

ency itself or the broader frame- 

Ijrk of advertising generally. 
; They are Ted Grunewald, executive 
|ce president of Hicks & Greist; and 
'hn Peace and Mark Byrne, both 
ecutive vice presidents at William 
*ty. Account group staffers nomi- 
ited, included David Wham of 
jncer-Fitzgerald-Sample ; William 
Adler and R. David Kimble of 
ey Adv.; Ed Tashjian of Mogul, 
illiams & Saylor, all New York, and 
chard L. Rogers, vice president at 
hn W. Shaw agency in Chicago. 
Media people were the most fre- 
tently cited in the poll because they 
e the individuals dealt with most 
jquently and most personally by 
ople on the business side of the 
oadcast media. 

Eleven media executives included 
yeral men who have risen to emi- 
nt positions as media vice presi- 
nts at a young age. Among them: 



FOR THE CLASSIC advertising trio — advertisers, agencies and 
media — to work together effectively, they all need "comers." These 
shoivn are among the many working at stations, networks, repre- 
sentative firms, but by no means comprise a comprehensive list 

DON COYLE, v.p. for 
ABC TV's new Interna- 
tional Div., New York 


new general mgr. of 
CBS' WBBM-TV, Chicago 

v.p. of daytime pro- 
graming at NBC TV net 


new general manager of 
WBZ-TV(WBC), Boston 

JOHN BODEN covers 
Chicago agencies as ra- 
dio salesman for Blair 

BOB TETER, v.p.-dir. 
of radio, Peters, Grif- 
fin, Woodward in N. Y. 

Jerry Arthur, vice president for 
media at Donahue & Coe; Herb Zelt- 
ner, who has the equivalent rank at 
Lennen & Newell, and Frank Gromer 
at Foote, Cone & Belding. 

Other media pros cited: Warren 
Bahr, associate media director, Young 
& Rubicam; Mike Donavan and Herb 
Maneloveg, associate media directors, 
BBDO; Ed Fieri, BBDO's media co- 
ordinator for spot radio and tv; 
Marv Richfield, media director of 
Erwin, Wasey, Ruthrauff & Ryan; 
Hal Miller, v.p. and associate media 
director, Benton & Bowles; James 
Ducey, group media director, Cun- 


16 JANUARY 1960 

ningham & Walsh; Bill Oberholtzer, 
associate media supervisor at Leo 
Burnett Co. in Chicago. 

Thirteen buyers were ranked as 
typical of the kind of combination 
thinker and doer who comes up with 
the most solid — yet imaginative — 
buys: Norman Chester, Nat Gayster, 
John Catanese and Jack Rothenberg- 
er, all of Ted Bates; Graham Hay 
and Bob Liddell, timebuying super- 
visors at Compton, and Len Ziegel, 
buyer in the same shop; Richard 
Pickett and Peter Bardach, Foote, 
Cone & Belding; Robert Palmer, Cun- 
( please turn to page 54) 





LONG EXPERIENCE in radio has given both JWT and Esty a mastery of the technique of the medium in selling products. Here are two pre- 
pictures from CBS of shows that proved Esty's and JWT's prowess. Left: the JWT-controlled Lux Radio Theatre. Right: Esty's The Camel Carat- 


^ Frequency and economy are obvious reasons why two 
top, veteran agencies spend $18.5 million in radio 

^ But deeper reasons are their long experiences with 
medium and their mastery of all its copy techniques 

I here are many reasons why many 
advertising agencies are heavy in- 
vestors in radio. But none are more 
deeply rooted in the past than those 
that have impelled those giant bell- 
wethers — J. Walter Thompson and 
W illiam Esty Co. — to boost the medi- 
um for well over a quarter century. 
Last year, Est\ iinested about 
5 million in spot radio, over $2 
million in network. JWT spent some 
million in spot radio and about 
nillion in network. The JWT 
figures appear to be on the low 
- llr'\ were the asrem \ 's 


own estimate (see "Top 50 Air Agen- 
cies in 1959," sponsor, 26 Decem- 
ber). Ford alone, according to one 
industry estimate, spent more in spot 
radio last year than the agencv 
claims for all its clients. 

Esty, however, is by far the greater 
air supporter of the two, for it invests 
between half and two-thirds of its 
total air billings in radio. JWT's 
radio investment in radio admittedlv 
is ;i much smaller share of its giant 
total air expenditures. Yet it is sig- 
nificant that both agencies, in a 
period when some younger agencies 

are almost completely over-awed q 
the glamour of tv, continue to uj 
radio heavily and intelligently. 

Last fall, when Radio Advertisiri 
Bureau tallied its estimates of spj 
radio spending by companies for tfl 
first six months of 1959, the clients- \ 
both Esty and JWT showed up 
excellent positions among the top 
radio advertisers. 

No. 1 spot radio investor for th. 
period was Ford, a JWT client, wi 
an estimated expenditure of S3 
million. Since this was for the fi 
half of the year only, the Ford i 
vestment for the whole year m 
have been about double that wi 
new 1960 models and its new compa 
car Falcon introduced during the 
ond half. 

No. 3 spot radio spender in tl 
RAB six-month estimate was an Esl 
client — R. J. Reynolds Tobacco G 
for its Camel. Winston and Sa'ei 









garettes. Revnolds' estimated in- 

itment was $2.4 million. 

Besides taking "win"' and "show" 

|)sitions, JWT and Esty clients were 

lotted all through the field of the 

\\B top 100 spot radio spenders. 

|hlitz Brewing (JWT), for example. 

is No. 9 with a half-year investment 

$1,275 million, while Thos. Leem- 
Ig & Co.'s Ben-Gay I Esty) was in 
10 spot with an estimated SI. 250 
illion. Sun Oil and Ballantine Beer 
d Ale I both Esty accounts l in- 
sted around $400,000. Shell Oil 
d Champion Spark Plugs I JW T 
ents) were heavy users to the tune 

$825,000 and more than $200,000 
■ Network radio also has fared well 

m some accounts of this pair of 
encies. Chief among them is R. J. 
;ynolds Tobacco (Esty) which is a 
nsistent and heavy user of air time. 
d which spreads its business around 
. the networks. Another sizable 
twork investor appears to be The 

T. French Co. (JWT) which has 
gun its first flight on all networks 
,d may well invest between $1 mil- 
»n and $1.5 million during 1960. 
Whv do these two agencies which 

were pioneers in radio advertising 
still continue as boosters of the medi- 
um despite changes that tv has made 
on the media scene? 

The reasons lie both in the present 
and the past. 

Ask admen from either agency whv 
they use radio so heavily and their 
reply will be that they need its fre- 
quency and its memorability. They 
appreciate its abilitv to give them 
the most recent contact with the con- 
sumer: the housewife who listens to 
radio up to the minute she goes shop- 
ping and even hears it in the super- 
market; the motorist who hears a 
gasoline or anti-freeze commercial on 
his car radio an instant before he 
pulls in at a service station. 

The memorability of a good radio 
jingle, the repetition of a sales mes- 
sage that can be had economically, 
the flexibility of radio that permits 
a campaign to be launched fast or 
copy changed in mid-flight — these are 
some of the practical reasons for 
using radio, say Esty and JWT admen. 
There also is the fact that a good, 
healthy budget (and most of these 
two agencies' accounts have that) can 
easily dominate the air waves through 

their use of radio saturation. 

These are the spoken-of, down-to- 
earth, and somewhat obvious reasons 
why JWT and Esty continue strong 
in radio. But they are only part of 
the story. 

The deeper reasons are rooted in 
the past and in the character of the 
agencies themselves. If they could 
be lumped into a single package, the 
reasons might boil down to this : Both 
Esty and JWT are heavily in radio 
because they know radio. 

In 1878, an early ad agency called 
Carlton & Smith was taken over by 
Commodore J. Walter Thompson; at 
the turn of the century, Thompson's 
agency controlled ads in some 30 
publications, practically sewed up 
the women's market. 

In 1917, a Cincinnatian who had 
gotten his briefing in ground rules for 
advertising with a local soap manu- 
facturer (P&G, naturally is never 
mentioned in an agency which han- 
dles Lever Bros.) came to work for 
Thompson. His name was Stanley 
Resor, and it will probably last in 
fact and legend so long as advertising 
influences the economy of the coun- 

(Please turn to page 56) 

In the last RAB estimate of spot radio spending (for first half of 1959) JWT's Ford and Esty's 
Reynolds Tobacco took first and third places. Below are clients of each in net and spot radio 







(Prestone, Eveready) 



















16 JANUARY 1960 









^ If you think we've got problems today, just take 
look at the earth-shattering issues of 10 years ag [ 


^ From color freeze to cleavage frenzy, we had a 1< 
of headaches in those days, but we managed to surviv 

X ^/I3\J will have its problems, 
but so did 1950. To get a sense of 
perspective, sponsor suggests taking 
a backward glance instead of an 
aspirin (even without buffering). 

In 1950, while the FCC was hold- 
ing to its freeze on tv stations and 
slapping another on color, Faye Em- 
erson was a decidedly warming influ- 
ence on tv outlets. 

The scrap for first call on micro- 
wave relay circuits (and the budding 
coaxial cable) was a major sport 
among the big kids on the block 
(CBS and NBC) and the baby-car- 
riage set (ABC and Dumont). RCA 
and CBS were squared off on the 
tint issue, network and spot battles 
were shaping up in both tv and ra- 
dio, and sponsors — to everyone's 
amazement — found themselves fight- 
ing for sold-out time slots for the first 
time in tv history. 

Far above the battle, movie com- 
panies were unwittingly shaping tv's 

lushest trend by a lofty freeze on t 
bulk of their oldies except for larj 
packets of westerns. Even these coi 
manded higher rates on their seco 
and third runs in view of audien* 
that were obviously larger than tj 
first time 'round. 

Early in 1950, SPONSOR report! 
that "television broadcasters ha 
been losing money since tv's coi 
mercial debut in 1947. Now, appros '" 
mately a score of the 107 stations I 
the air have begun to show a profit 
The reason for the breakthrough 
in doubled and tripled ad rates ai 
in the fact that upwards of 10 mi 
lion tv sets would be sold by the er 
of the year, compared with the i>>\ 
million with which 1949 started ou 
What's more, more than 2,000 ad\e 
tisers were using tv (as opposed 
less than 500 in mid-1948). Telev 
sion's gross volume was on its w 
to a whopping $45 million as con 
pared to $12 million the year befcr 


The fact that 150 of these 2,000 
ivertisers were sponsoring network 
lows was a matter of grave concern 
i radio circles. When Burns & Allen 
.st Amm-i-dent to a tv crime show 
id Fibber McGee & Molly lost S. C. 
)hnson, they became bellwethers of 
npending network radio disasters. 
>ONSOR issued a warning that one 
lay to stave off disaster was to 
rengthen summer programing. The 
etworks took heed and, that summer, 
irned out a rash of "package shows" 
>r sale to sponsors. (Until then, ra- 
io networks had been happy to let 
gencies do the creating.) 
Participations were brought into 
^ le breach. NBC's "Operation Tan- 
I iem" was introduced in 1950 to 
M nake it easy for advertisers to buy 
etwork time (Monitor was still four 
ears away). Actual rate-cutting did 
ot occur till mid-1951. 
i Several things enabled radio to 
lake its spectacular 1950 rally: The 
ggressive selling of spot to advertis- 
es entering tv; the tv station freeze; 
he Korean War (the year's biggest 
ataclysm) ; and one development still 
l the experimental stages as the year 
egan — tape recording, pros and cons 
f which had a ring we were to hear 
gain in discussions of tv tape. 
j SPONSOR reported these advantages 
f magnetic tape in 1950: "ease of ed- 
ing, elimination of line charges, 'on 
jot" recording, easy portability." 
hese disadvantages: "cueing, tape 
reakage, difficulty of using on short 
aterial like commercials, variation 
f speeds between different recorders, 









.me needed to rewind." 

But these difficulties too, were to 
ass, bringing the era of radio syn- 
ication into full flower. 

Television, meanwhile, was caught 
etween two freezes: 

Since the end of 1948, the num- 
er of tv outlets had been frozen at 
07 stations covering 67 markets 
even such cities as Denver and Port- 
uid were without tv in 19501. The 
tation shortage led to inter-network 
ows over allocation of AT&T facili- 
ies. An FCC investigation was shap- 
ng up over just how these lines were 


being doled out, was avoided by an 
agreement among the four networks 
on how the coaxial cable and relay 
time circuits could be shared. 

The station freeze was to be lifted 
in April of 1951, but another freeze — 
this time on color tv — was to last for 
a full three years. By summer of 
1950, it looked as though the CBS 
mechanical screening color system 
would be running by year's end. 




Brooch was sometimes satisfactory solution 

It was an over-optimistic forecast. 

First came a hue and cry from set 
manufacturers who claimed that it 
would cost SI. 5 billion to convert ex- 
isting sets to receive the CBS system, 
and that conversion to "bracket 
standards" for the reception of such 
a color system was far too impractical. 

RCA — fighting for time to perfect 
its compatible all-electronic system — 
brought a suit against the FCC on the 
eve of the 20 November date, when 

commercial operations of the CBS 
system were to begin. As a result, the 
U. S. District Court of Appeals is- 
sued a temporary restraining order 
till April, 1960. I Shortage of mate- 
rials due to Korean War did the rest, 
and color was put off till 17 Decem- 
ber 1953. when the FCC approved the 
compatible standards of the RCA 
color tv system, and Zoo Parade be- 
came the first program to be telecast 

FIRST BENNY SHOW 29 Oct. 1950 ended 
clown era, gave Dinah some tv practice 



16 JANUARY 1960 

BIRTH OF A TREND: Gene Autry, in 
old movies, unknowingly made tv history 

commercially, 31 January 1951.1 

Another lawsuit wrote finis to a 
1950 experiment now all but forgot- 
ten. Transit, or bus radio, got a big 
start in 1950, was going great guns in 
some 20 cities when a citizens' suit 
against Washington Transit Radio, 
initiated late in 1950, resulted in a 
U. S. Court of Appeals decision that 
it was unconstitutional. 

(Please turn to page 72 i 



« » ,n t 


l **. 

RETAILER PROMOTION was vital link in expanding market via tv. Here, promotional material describing campaign gets going-over by 
(I to r) Page & Shaw asst. sales mgr. Dick Thompson; v. p. sales mgr. Lan * W. Fuller; Horton, Church & Goff v. p. marketing dir. Kingsley Meyer 

How Page & Shaw tv test paid off 

^ Candy manufacturer used I.D.'s as distribution 
wedge in Ohio-Michigan for 9-week holiday campaign 

** Strategy bagged 13 new wholesalers, got up to 75% 
sales increases, provided strategy for pre- Valentine push 

WW Hat can four-to-five I.D.'s per 
week do for a product in just over 
two months' time? 

Page & Shaw is now well into the 
planning on a pre-Valentine candv 
promotion that draws heavily on the 
Btrateg) of a nine-week crash pro- 
gram it undertook in the Ohio-Michi- 
gan area prior to Christmas. Details 
of this holiday promotion hold some 
valuahle clues for other advertisers 
on the scheduling and trade imple- 
mentation of a minimum tv buy. 

Page & Shaw is a division of the 
Daggett Chocolate Co., Cambridge. 
Mass. And, its agency, Horton, 
Church & Goff in Providence, R. I. 
had never taken any of the Daggett 
divisions into air media before. But. 
the objectives of the Ohio-Michigan 

campaign according to Kingsley 
Meyer, agency v. p. and marketing di- 
rector, made tv imperative. Specifi- 
cally. Page & Shaw needed the follow- 
ing in its midwest trading area: 

• Stepped-up wholesale distribu- 
tion with the increased sales outlets 
this would bring. 

• A broadening of the line at the 
retail level. 

• Greater package identification 
among consumers. 

"Obviously," says Meyer, "all of 
this had to happen simultaneously 
and fast. Trade and consumer en- 
thusiasm had to be whipped to a 
fever pitch in a hurry." 

The biggest stumbling block, Mey- 
er reported, was a budget allocation 
of less than $50,000 for time and 

production. "Since males are the 
biggest purchasers of packaged can- 
dv I with women playing a strong 
role in influencing brand), P&S 
wanted to reach the largest viewing 
audience possible and, at the same 
time, establish a strong competitive 
position with the trade. 

"Quite franklv." Mever admits, 
"the impression had to be one of lots 
of advertising exposure. \^ e decided, 
on the budget available, the only buy 
that would accomplish this was an 
I.D. schedule between 7:30 and 10 
p.m. aimed at a four-week average 
rating figure over 20." 

Six markets were selected to cover 
the crucial marketing area. Then 
Meyer and Bill Cook, the agency's 
radio/tv director, set out on a swing 
of the key cities to nail down exactly 
what they needed. Top-rated adja- 
cencies to network shows was one re- 
quirement; some good merchandising 
support was another. Comprehensive 
talks with station managers enabled 
Mever and Cook to project the fol- 
lowing schedule for the nine-week 
campaign due to begin 10 October: 



16 JANUARY 1960 

(1) Detroit (WJBK-TV, CBS), to- 
il of 36 I.D.'s reaching 1,742,000 tv 

(2) Toledo (WTOL-TV, CBS), 40 
|.D.'s, 465,800 tv homes 

(3) Cleveland (KYW-TV, NBC), 
^5 I.D.'s, 1,271,000 homes 

(4) Columbus (WLW-C, NBC), 40 
[.D.'s, 639,000 homes 

(5) Dayton (WLW-D, NBC-ABC), 
10 I.D.'s, 564,600 homes 

(6) Cincinnati (WLW-T, NBC), 
I.D.'s, 1,010,400 homes. 
'In drawing up the tentative sched- 

Hjules on these stations," says Cook, 

ff'we faced two decisions in terms of 

whe audience we were after. First, we 

■recognized the fact that adjacencies 
jijto sports programs would give us a 
^higher percentage of male viewers. 

r Ms{ 

But we had to balance this against the 

over-all circulation we were after. 
Therefore, where we aimed at sports 

^ adjacencies, we had to be sure we 
had enough total coverage adjacen- 
cies to make up the rating losses." 
*'Then to create that 'big adver- 
: u> n User' impression, we aimed initially 
j at schedules concentrated on Tuesday 
tron. !( and Thursday one week, Wednesday 
Pi i i and Friday the next. This wasn't en- 
OTK i jjrely feasible as it turned out. In the 
;au i first place, availabilities aren't that 
jtjp > easy to come by. And we realized 
that our schedules, even though 
if. ■ placed three months in advance, 
-! would be subject to pre-emptions." 
(The maximum 30-day confirmation 
period required by the FCC would 
i make the period of 1-10 September 
open season on Page & Shaw sched- 
ules by national advertisers buying 
saturation I.D.'s in blocks. Even so, 
Cook reports only eight to 10 pre- 
emptions. And these were adjusted to 
maintain the average rating needed.) 
Working with Transfilm-Wylde, the 
agency developed three I.D.'s to alter- 
nate in the schedules. Each had an 
approach designed to reach a speci- 
fic audience. One was a man talking 
to men: voice I against tom-tom back- 
ground) asked, "Wife on Warpath- 
.Give Page & Shaw chocolates, the 
candy that says you care the most — 
at candy counters everywhere." An- 

other, angled to women, emphasized 
general candy giving. A woman's 
voice said: "Birthday, holiday, any- 
day. Give Page & Shaw, etc." A third 
(see box) had both voices. Woman: 
"Girls go for men who give Page & 
Shaw chocolates." The man gave the 
standard closing phrase. Mad Comics 
illustrator Bill Elder made as many as 
12 separate drawings to give full-art, 
rather than pop-on, feel to the "visual 
squeeze' technique employed. 

Once the schedules were set and 
commercials in production, the big 

job of trade implementation began. 
Client and agency outlined the Ohio- 
Michigan campaign to company sales- 
men at sales meeting in September 
followed by meetings with wholesale 
distributors in key cities. 

Direct mail promotion to the trade 
was next. This began in September 
with a mailing to all drug retailers in 
Ohio and Michigan of an illustrated 
catalogue of the product line and fall 
promotion literature. 

Ten days prior to kickoff of the tv 
(Please turn to page 72) 


MALE is biggest candy purchaser, but woman influences 
brand choice. Three I.D.'s alternated for copy balance. 
One pitched men, one women, third (above) aimed at both 



16 JANUARY 1960 




^ Media head of Stockton, West, Burkhart follows 
path of Hudepohl spot in WKRC-TV automation system 

^ McDowell says new RCA automated equipment will 
relieve many supervisory headaches for ad agencies 

ABOVE, Robert A. McDowell, media v. p. Stockton, West, Burkhart, Inc., watches traffic director 
type station schedule on Flexowriter. Machine punches out operations tape containing all vital 
facts for switching cues. BELOW, MacDowell at master control panel. At left is the tape reader 
into which operations tape is fed. The tape reader interprets the facts, feeds them to a "Univac" 
type of control which first stores them, then actuates switching of audio and video sources 



I here are some things that ma- I 
chines can do better than people!* : 
says Robert A. McDowell, v.p. in U 
charge of media at Stockton. West^ Tv 
Burkhart. Inc. and apparently one o{ k 
them is operating production at a tv : 

The Cincinnati adman had jus^ 
finished a tour of inspection of tha 
new automation facilities at ^ KRC-i 
TV and he was quick to note the adl 
vantages of the special equipment ta| 

According to McDowell. "Thi^ 
should relieve us of one of the bigl 
gest headaches in the agencv busn 
ness. So much of our supervisory) 
time must be spent in double-check-jl 
ing to see that our commercials arei 
properly handled at the station level.' 
And the old element of human falli-j 
bility is the usual cause of mistakes." 

At WKRC-TV McDowell watched 
the progress of one of his agency's 
Hudepohl Beer commercials, as in- 
structions and switching cues forf 
broadcast were punched bv the Flexo-\ 
writer I see pictures at left) on an 
operations tape which was then fed to 
a tape reader in the master control 
room. At the proper time, the auto- 
mated equipment actuated and per- 
formed the correct switching opera 

McDowell's enthusiasm for the 
smooth handling of his client's spot 
was typical of reactions which have 
been flowing into Taft station head- 
quarters since the automated systen 
became operational at \^ KRC-TN . 

Automation of tv stations is. of 
course, not whollv new in the indus- 
try. KRON-TV San Francisco l Har- 
old Lee. general manager), has for 
some time emploved an automate! 
system developed bv its own engi- 
neering staff. WBRE-TV. WilteJ 
Barre I Dave Baltimore, general man- 
ager), pioneered in the use of RCA 
automated equipment, and \^ RC-T 1 . 
Washington (Carleton Smith, general 
manager) , has come to be regarded bv 
industry men as a kind of test statio 1 



>r the RCA automation division. 
However, according to Hulbert 
If aft, pres. of Taft Broadcasting, the 
"■ U»VKRC-TV installation represents a 

■ considerably more comprehensive use 
J)f the automation principle than has 
,et been employed elsewhere. 

One of the chief reasons for auto- 
' ! mated equipment in tv stations is the 
HR feo called "panic period" which comes 
at the time of stationbreaks. 

Within a period lasting from 30 
seconds to several minutes, a station 
L'operator must perform a multitude of 
.complex duties. He must select and 
?operate the proper pushbuttons on a 
^video switcher, start and stop film 
and slide projectors, turntables and 
tape recorders, and change the posi- 
tion of the film room multiplexer 
mirrors — all in proper sequence, and 
at the precise instant required by the 
station's program schedule. 

Most advertising men who have 

ever seen these operations marvel that 

> i so many spots ever get on the air 

j correctly, without fluffs, errors, and 

■; lost commercials. 

Every station manager, however. 

■ knows all too well the appearance of 
such items on the "trouble log" as, 

10:30:00 a.m. XXX SHOE COM- 
PANY. Live announcement ran 10 
seconds long. Joined net program 
late. Lost part of opening commer- 

9:00:00 a.m. XXX CEREAL. No 
audio for 1st eight seconds of spot. 
Engineer punched wrong button. 

11:14:30 p.m. XXX BEER. Spot 
upcut five seconds. I.D. slide ap- 
peared before film. Director called 
for wrong projector. 

To eliminate such expensive and 
exasperating headaches, as well as to 
cash in on the other advantages of 
automation. WKRC-TV executives de- 
termined on a wholly new system of 
station operation for their new $2,- 
000.000 headquarters. 

Taft Broadcasting's v.p. for engi- 
neering. William Hamsher, put to- 
gether a general plan for the automa- 



«s*i ii i 


Before automation two cameramen and a director were needed to 
produce Skipper Ryle show. After automation, at WKRC-TV, cam- 
eras are operated by stick in master control. No director necessary 

tion station facilities, then called in 
RCA for help in developing equip- 
ment and systems for carrying it out. 

An awesome amount of planning 
and detail work went into the instal- 
lation. The system called for 1,653 
pieces of equipment and more than 
32 miles of wiring. Paper work for 
the wiring alone would cover the 
walls of the average home. 

Though automation at WKRC-TV 
involves a number of highly technical 
features, the two most spectacular, 
from a layman's standpoint, are the 
Flexowriter and the remote control 

Basically, automated television fol- 
lows the same principal as the popu- 
larly known "Univac" machines. The 
Flexowriter is the kevstone of the 
system. Operated like an electric 
typewriter, it punches a one-inch-wide 
tape on which are recorded all details 
of a full day's programing. 

This tape is then fed into a tape 
reader in the master control room 
which feeds information into the data 
processing and storage sections of the 

automation equipment, which in turn 
performs all switching functions. The 
tape reader is controlled by a master 
clock mechanism, correctable at any 
time to Washington official time by 
means of automatic adjustment twice 
every 60 seconds by signal from 

The remote control camera feature 
of the WKRC-TV automation system 
has probably been exciting more 
comment than any other phase of the 
operation (see pictures above). It 
permits actors in studios to perform 
without cameramen or floor directors. 
At WKRC-TV the camera control unit 
is on the second floor of the building 
while the studios are on the first floor. 

Control levers on a live camera 
control unit in the master control 
room are operated much like an air- 
plane joystick governing up and 
down and left and right movements. 
Placement of cameras is done by 
hand in advance of the program. 
But depth of focus, close shots, pan 
shots and up and down scanning are 
operated by master control. ^ 


16 JANUARY 1960 




^ Western N. Y. Growers faced with 25% crop decline 
used 15-market spot radio campaign to hike sales 

^ Merchandising tie-ins and station cooperation over- 
came retailer resistance, insured campaign success 

I his week, the Western New York 
Apple Growers Assn., Rochester, and 
its agency, Charles W. Hoyt Co., 
launch the third phase of a spot ra- 
dio campaign designed to get the 
1959 apple harvest into the hands of 
the consumer. 

The new two-week push is expected 
to complete the job done so well by 
phases one and two. (Latest figures 

show that despite a 25% production 
falloff this year, sales are up 16% 
through November, compared to the 
same period last year.) 

This time the 15 markets, most of 
which are in New York State, will be 
exposed to 10-second spots running 
Wednesday through Friday, at a fre- 
quency of 40 the first week, 30 the 
second. Area listeners will be asked. 

BIG BOOST to Western New York Apple Growers' spot radio campaign came from in-store 
contest put over with help of stations. Shown here: winning display in Rochester Hart's Store 





5 43' i 3 45 





" UNO 1 1 x n. i'w: I 
5 43' ' 5 43' 

lf*v : 

w «r V 



4- y~ 

"Have you enjoyed an apple today?" 
They'll get suggestions on various 
ways to use apples — pie, sauce, on 
gingerbread, baked, in salads, juice. 

As has been the over-all strategy 
right along, there is a merchandising 
tie-in. This time it'll be window 
streamers and clerk's buttons advising 
customers to "Enjoy an apple today!" 

It all began back in September 
when, for the first time, the Growers 
Assn. was able to come up with a 
sizable and definite ad budget. Pre- 
viously, contributions for advertising 
had been voluntary. This year, thanks 
to a newly agreed-on assessment plan, 
the Growers were armed with over 
$80,000 to advertise their '59 crop, the 
bulk to go to spot radio. 

The apple harvest usually begins in 
early September, but was delayed last 
fall by unseasonably warm weather. 
The inside of the apple, sweetened by 
the warm weather, needs a touch of 
frost to turn the skin from green to 
red. The Growers' initial campaign 
was therefore held off until the last 
week in September, to give the mer- 
cury a chance to dip. The apples 
finally turned red; the green light 
went on for spot radio. 

The campaign's first flight ran for 
three weeks into mid-October, end- 
ing just as National Apple Week pro- 
motion began. In November, the 
Growers moved into a new two-week 
flight which carried the selling sea- 
son up to Thanksgiving and the on- 
coming holidays. 

Minutes were used in both flights, 
aired by most stations at the rate of 
approximately 20 per week. Frequen- 
cy on the rest of the stations ranged 
from 12 to 30. The spots were spread 
over the week, aimed at housewives, 
usually as part of morning or after- 
noon personality shows. When a par- 
ticular market's spot allotment didn't 
allow for exactly even distribution 
over the week, the extras were applied 
to the Wednesday-Friday heavy shop- 
ping period. 

Over-all format consisted of open- 
ing jingle, live drop-in and jingle 
tag. "The live drop-in allowed us to 
{Please turn to page 73) 



16 JANUARY 1960 




fhey're not axirT 'em like they did 

Network tv's first 13-week lap emerged as one of 
he stablest, with only nine shows on the casualty list 

Of these, five were newcomers. Last season at this 
time, 10 new shows were dropped ; the year before, seven 

espite the recent tv hearings in 
Washington, the first lap of the 1959- 
network tv season, just completed, 
as gone the way of the country's gen- 
eral mood: of "peace and prosperity. 
On the peaceful side of the picture, 
e industry has seen one of the most 
stable first laps in recent years: of 
the 44 new nighttime shows hitting 
the screens, only five sponsored ones 
fell by the wayside. 

This compares with 10 new shows 
that were dropped last year at this 
time, and seven the year before. 

Of the 119 shows (new and hold- 
overs) starting out this season, the 
end of 13 weeks found nine casualties. 
On the prosperous side of the pic- 
| ture, TvB's October figures (which 
reflect what the first cvcle of the 
I season will be), show a 12.4% gain 
in the billings level over last year's 
comparable month, or a three-net- 

work total of $59,030,752 in gross 
time billings. 

Here are the nighttime highlights, 
by network, of the first 13- week lap: 

• ABC TV had only one casualty. 
Dick Clark's World of Talent, which 
was replaced by 21 Beacon Street. 

• CBS TV saw the Kate Smith 
Show replacing Masquerade Party 
and Be Our Guest taking over Line- 
up's one-hour slot. Playhouse 90, and 
its alternate. Revlon's Big Party are 
out, with Schlitz's Markham sched- 
uled for the first half-hour, and a 
weekly Revlon musical-variety show r 
set for the Thursday 10-11 p.m. time 

• NBC TV moved Riverboat to 
Monday. 7:30-8:30 p.m., dropping 
Richard Diamond and Love and Mar- 
riage. Noxzema, the latter's sponsor, 
will take over half of the new slot. 
In Riverboat 's original Sunday night 
spot is a new one-hour western, 

Overland Trail. Five Fingers, the 
Saturday one-hour mystery fare, has 
been replaced by a news documentary 
dubbed World Wide 60. 

Changes in the weekly, Monday 
through Friday daytime lineup in- 
clude : 

A reshuffling of shows on CBS TV 
after the network dropped Top Dollar 
and The Big Payoff. Newcomers 
during this cycle are The Red Roue 
Show and repeats of The Millionaire. 

NBC TV replaced Treasure Hunt 
with Play 1 our Hunch and Tic Tac 
Dough with Truth or Consequences. 
Afternoon schedule changes show up 
as repeats of nighttime films, with 
Loretta } oung replacing The Thin 
Man: Comedy Theatre i repeats of 
Thin Man and others) in for The 
House on High Street; and Adven- 
ture Theatre (reruns of i ancy Der- 
ringer and others) for Split Person- 

Taking a look at the next 13-week 
lap. talk along Madison Avenue has 
it that these shows look weak: On 
ABC TV, The Alaskans, Man With A 
Camera, Take A Good Look, and 
Charley Weaver; on CBS TV, Betty 
Hutton and Johnny Ringo; on NBC 
TV, Fibber McGee & Molly. Wichita 
Toicn and Trouble Shooters. ^ 


Specials scheduled during four weeks ending 12 February 







After Hours (N) 


Breck, Reach-McC. 2 7. 

Fabulous Fifties (C) 


Gen. Electric. Y&R. 1 31. 

AT&T Telephone Hr. (N) 


AT&T, Ayer, 1 '29, 2/12. 

1 31. 

L. Bernstein (C) 


Ford, K&E, 1/31. 

Hall of Fame (N) 


Hallmark. FC&B, 2 3. 

Buick Electric Playhouse 

Jerry Lewis (N) 


Timex. Doner & Peck, 

1 16. 
Lincoln Ins. Co.. Maxon. 



Buick, Mc-E, 1 29. 

Meet Mr. Lincoln (N) 


Art Carney (N) 


AC UMS. Camp-E, 2 5. 

2 22. 

Art Carney (N) 


Purex, FC&B, 1/16. 

Our American Heritage (N) 


Equitable. FC&B. 1 24. 

Bing Crosby Golf 

Mort Sahl (N) 

225 000 

Pontiac, Mac. J&A, 1/22. 

Tournament (A) 


Oldsmobile, Brother 

Show of Month (C) 


DuPont. BBDO. 1 17. 

•Networks: (A) ABC TV; (C) CBS TT; (N) NBO TT. 


16 JANUARY 1960 



C O 

P A 








Small World 

D-F $30,000 

Meet The Press 

Manhattan ShlrU 

(Daniel & 


[-L $6,500 




D-F $35,000 

Saber of London 
Sterling (DFS) 
My-F $28,000 

No net service 

D Edwards 

Amer Home 


^i $ 


Teiaco (C&W) 

N-L $6,500tt 

D. Edwards 

Am, Home 



Texaco (C&W) 

N-L $6,500tt 

Colt .45 



|W-F $13,800 


Campbell Soup 


A-F $37,000 


Corn Prod 


alt hr. open 

i-F $72,000 

(last, 1/24) 

No net service 

No net service 

|ohn Daly News 

D Edwards 
Amer Home 
(repeat feed) 


(repeat feed) 

John Daly News 

D Edwards 

Am. Home 
(repeat feed) 



(repeat feed) 





iKalser Co (T&R) 

iDrackett (T&R) 

|W-F $78,000 

Dennis The 




Sc-F $36,000 

Overland Trail 

(starts 1/31) 



Ralston (G-ard.) 

Am. Chicle 


Ritchie (K&E) 


Party (L 1/18) 

Am Home (Bates) 

Q-L $18,000 

Kate Smith 

Show (1/25 S) 

Am. Home 

V-L $27,000 


Pharma- Craft 



Block (SSCB) 

My-F $30,000 

(Last 1/25) 


(alt u-ks 


Am. Chicle 

Brn & Wmsn 

(Bates), Mattel, 

Ritchie, Anahlst, 

W-F $82,000 

No net service 


L&M (Mc-E) 
Sunshine Biscuits 

W-F $65,000 




Ed Sullivan 

Colgate (Bates) 
alt Kodak (JWT) 
V-L $85,800 




various sponsors 



Johnson & J 


Armour (FCB) 

P&G (B&B) 

The Texan 

Brown & Wmsn 




W-F $37,000 

Love & Marriage 



Sc-F $38,000 

(Last 1/25) 



Noxema alt sust 

(OtaiU 0/1) 



Am. Chicle. 

Carnation. Gen 

Mills, Ludens, 

W-F $88,00» 

Dennis O'Keefe 



3c-F $38,000 



(Lam & Feasley) 

Miles (Wade) 




Law Man 
. J. Reynolds 




|W-F $41,000 

Ed Sullivan 

Fabulous Fifties 


Bourbon St. 


Lorlllard (L&N) 

L-O-F (FSR) 

P&G (B&B) 

A-F $80,500 

Father Knows 


Lever (JWT) alt 

Scott (JWT) 
Sc-F $39,000 

Wells Fargo 

Amer Tobacco 


alt P&G (B&B) 

W-F $47,000 

Wyatt Earp 
Gen Mills (DFS) 
alt P&G 
W-F $40,000 

Dobie Cillis 




Philip Morris 


3c-F $37,000 

Fibber McCee 
& Molly 

Singer (T&R) 


Stan Brands 


Sc-F $38,000 

Ozzie S{ 
Kodak I 



The Rebel 


P&G (T&R) 

|W-F $42,500 

C. E. Theatre 

Gen Electric 


Dr-F $51,000 

The Chevy 

Dinah Shore 

V-L $165,000 

Bourbon St. 

Isodine (R-Mc) 

Reynolds Metal 


Danny Thomas 

Gen Foods 


Sc-F $47,500 

Peter Cunn 


(DCS&S) alt 

R. J. Reynolds 

My-F $38,000 

The Rifleman 

Miles Lab 


P&G (B&B) 



W-F $38,00« 





Am Tob (SSCB) 

My-F $39,000 

Arthur Murray 

Lorlllard (L&N) 


Sterling (DFS) 
V-L $30,000 







The Alaskans 


L&M, Armour 

|A-F $77,500 





My-F $39,000 

The Chevy 

Adv. In Paradise 


L&M (Mc-E) 

Armour (FCB) 

i-F $80,000 

Ann Southern 

Gen Foods 


Sc-F $40,000 


Alcoa (FSR) alt 
Goodyear (T&R) 
Dr-F $39,000 

Philip Marlowe 



Brown & Wmsn 

My-F $39,000 

Red Skelton 

Pet Milk 



S. C. Johnson 


CV-L $52,000 

Ford Startime 


Ford (JWT) 

V-L $230,000 




Har 3 


The Alaskans 

Johnson & J, 



Luden's, 7-TJp 

Benny alt 


Lever (JWT) 

VC-L $47,000 

Loretta Young 
Tonl (North) 

alt Philip Mor- 
ris (Burnett) 
Dr-F $42,500 

Adv. In Paradise 
Reynolds Metals 

Luden's (Mathes) 


Lorlllard (L&N) 


Gen Foods 


Sc-F $39,000 

Steve Allen 




CV-L $125,000 

Alcoa Presents 

Alcoa (FSR) 
Dr-F $35,000 

Carry Moore 




-P-G (Maxon) 

CV-L $109,000 

Ford Startime 

Brown & 


21 Beacon 

P. Lorlllard 



What's My Line 



alt Sunbeam 


Q-L $32,000 

Show of Month 

(9:30-11) a* 

No net service 

Man With 

A Camera 

G.E. (Grey) 

A-F $34,000 

|une Allyson 
DuPont (BBDO) 
Dr-F $44,000 

Steve Allen 

Keep Talking 

Mutual of Omaha 

(Bozell & J) 
Q-L $18,000 

Carry Moore 

Polaroid (DDB) 

S. C. Johnson 




•Oelor ahow, ttOoat is per segment. Prices do not include sustaining, par- 
ticipating or co-op programs. Costs refer to average show cost* including 
talent and production. They are gross (include 15% agency commission). 

They do not include commercials or time charges. This chart covers period 
16 Jan. -12 Feb. Program types are indicated as follows: (A) Adventure, 
(Au) Audience Participation. (C) Comedy, (D) Documentary, (Dr) 



16 JANUARY 1960 

*k G R A P 

16 JAN. - 12 FEB, 

















Teiaco (C&W) 

-L $6,500tt 

D Edwards 



*-L $9.500tt 


reiaco (C&W) 
L $6,5O0tt 

D Edwards 

N-L $9.500tt 


Texaco (C&W) 

N-L $6.500tt 

No net service 

No net service 

No net service 






(repeat feed) 

ohr, Daly News 

D Edwards 


(repeat feed) 



(repeat feed) 

John Daly News 

D Edwards 
(repeat feed) 



(repeat feed) 


'I $8 



' Cuest 


Wagon Train 


Ford (JWT) 

V"-F $78,000 

Cale Storm 


(Lam & F) 
3c-F $30,000 

To Tell The 

Carter (Bates) 


Toni (North) 

3-L $22,000 


Law of The 


Sunshine Bis. 


alt open 
-F $30,000 

Walt Disney 



Mars (Knox-B) 

Hill (Ayer) 
A-L $94,000 


(7:30- 8:30) 
LeTer (JWT) 


Tick (Morse) 
W-F $80,000 

People Are 



Bulova (Me-B) 

J-F $24,000 

Dick Clark 


Life Saren 


Mu-L $14,500 

Perry Mason 


Colgate (Bates) 



My-F $80,000 



L&M (Mc-E) 


Miles (Wade) 

W-F $78,000 


CM i Wmson 


1H ((Wesley) 


Wagon Train 

R. J. Reynolds 


Nat'l Blsc. 


Hall of Fame 

(7:30-9) # 

Donna Reed 




Johnson & J 


Sc-F $38,000 

Betty Hutton 

Gen Foods 


3c-F $45,000 

Bat Masterson 

Sealtest (Ayer) 

Hill Bros. 

(West Coast) 

V-F $38,000 

Walt Disney 

Canada Dry 


Derby (Mc-E) 

Ward Baking 


Colgate (Bates) 

Peter Paul 


Pream (B&B) 

Nabisco (Mc-E) 


Philip Morris 

5- A Co. (Scott) 
A.-F $39,500 

Art Carney 

(8-9:30) # 

John Cunther's 

High Road 

Ralston (GB&B) 

Dr-F $31,000 

Perry Mason 

Sterling (DFS) 

Gulf (T&B) 

Hamm (C-M) 


segs open 


m «fo Space 


Price Is Right 

Lever (OBM) 

alt Speldel 


-L $21,500 

The Real 


P&Q (Comptoa) 

Sc-F $39,000 

Johnny Ringo 

S. C. Johnson 

(NLB) alt 

P. Lorillard 


iV-F $36,000 

ohnny Staccato 

Bris. -Myers 


R. J. Reynolds 
F $37,000 

Man From 

Miles (Wade) 


R. J. Reynolds 


W-F $38,000 

Hotel D'Paree 




L&M (Mc-E) 

W-F $43,000 


various sponsors 

Leave It To 


Ralston (GB&B) 

Vick Chemical 

Sc-F $30,000 

Wanted Dead 

or Alive 
Bm & Wmson 


W-F $39,000 

Man & Challenge 

R. J. Reynolds 

(Esty) alt 



A-F $36,000 

lachelor Father 



alt Am Tob 


Sc-F $42,000 

Meet Mr. 


(9-9:30) ts> 





Perry Como 




luV-L $125,000 

Pat Boone 

MuV-L $61,000 

Zane Crey 

S. C. Jormson 

(NL&B) alt 

General Food* 

V-F $45,000 

Playhouse 90 

77 Sunset Strip 


Am. Chicle 




My-F $85,000 





Dr-L $90,000 


Lawrence Welk 


Dodge (Grant) 

Mu-L $45,000 

Mr. Lucky 

Lever (JWT) 

alt Bm & Wmsn 

A-F $43,000 

(0 ;g - ll) 

imer Gas (L&N) 

)r-L&F $110,000 

(90 m In.) 

(L 1/21) 


Schlitz (JWT) 

(1/28 S) 

The Deputy 



Gen Cigar 


W-F $39,000 

Jerry Lewis 

(8:30-9:30) % 

Cot a 

ds (Esty) 

Perry Como 


L&M (Mc-E) 
Armour (FCB) 
7-Up (JWT) 
l.uden's (Mathes) 
My-F $80,000 

irnie Ford Show 
Ford (JWT) 

3T-L $42,000 

77 Sunset Strip 

H. Ritchie 


R. J. Reynolds 

P&G (B&B) 


Buick Electric 

(8:30-10) M 

M Squad 
4m Tob (SSCB) 


Sterling (DFS) 

4.-F $31,000 

Lawrence Welk 

Have Cun. Will 




alt Lever (JWT) 

W-F $40,000 

World Wide 6C 



(l/23~ Start) 

Art Carney 

(9:30-10:30) % 


ka 10-11) 



This Is Your 

P&G (Burnett) 
L $52,000 


Lewis Howe 





(Lam & F) 

P i aynolise w 



leynolds (Eaty) 

Revlon Variety 

Show (10-11) 

Revlon (W&L) 

(1/28 S) 

UJ $m,nnn 

You Bet Your 

(Park-son) alt 

Lever (BBDO) 
L $53,000 

Robert Taylor's 

Cap't of 




My-F $45,000 

Twilight Zone 

Gen Food (T&R) 




A-F $36,000 

Cavalcade of 

Gillette (Maxon) 

Jp-L $55,000 

Jubilee, U.S.A. 


Mu-L $20,000 


L&M (DFS) alt 

S perry-Rand 


W-F $42,000 

World Wide 6( 

vks 10-11) 


Vichita Town 
P&G (B&B) 
-F $38,000 

Take Good Look 
Dutch Masters 

Cigars (EWRR) 

alt open 

-L $36,000 

Revlon Variety 

Lawless Years 
Alberto Culver 

7-T $28,000 

Black Saddle 
L&M (Mc-E) 


Alberto Culver 


W-F $38,000 

Person to Person 

Ph arm aceu ticalt 




(L & Feasley) 

I-L $40,000 

ackpot Bowling 
Bayuk (Werman 

& Schorr) 
>P-L $3,000 

Jubilee, U.S.A. 
Wmson -Dickie 

Nat'l Carbon 



Schlitz (JWT) 

alt L&M 


My-F $39,000 

(Last 1/23) 

No net service 

(1/30 Start) 

It Could Be 


Q-L $32.00 

?™ aina, w ^ Fllm - (I) Interview, (J) Juvenile, (L) Live, (M) Misc. 
(Mu) Music . (My) Mystery, (N) News, (Q) Quiz-Panel, (Sc) Situation 
Comedy, (8p) Sports. (V) Variety, (W) Western. TNo charge for repeats. 


16 JANUARY 1960 

L preceding date means last date on air. S following date means starting 
date for new show or sponsor in time slot. 




SPONSOR began life as a monthly 
in November, 1946. It operated 
(and still does) on a simple editorial 
premise: Every word must help the 
radio/tv buyer in his appreciation 
and use of air advertising. 

When SPONSOR was one year old 
we took our readers behind-the- 
scenes with "One year in the life of 
SPONSOR," a factual report on our 
objectives, methods and progress. 
This was followed by "Two years in 
the life of SPONSOR," then "The 
first 8,000 pages." 

These intimate glimpses of a trade 
publication were well received. But 
somehow the idea was lost in the 
hustle and bustle of the air age. 

We've been asked to revive these 
reports and we're glad to oblige. 


be i: 

T : 

|N its first 13 years SPONSOR grew from monthly to 
weekly to weekly; its staff from seven to 40; its press- 
from 8,000 to 15,000 copies per issue; its annual adv| 
tising revenue from $50,000 to well over $1,000,000; 
agency/advertiser popularity from "also-ran" in the ea|SE! 
broadcast magazine readership surveys to a dominant fiij L 
in all surveys made independently since 1958. 

These are some barometers of progress. But what maki p 
SPONSOR click? I k e 

Here are some of the answers: 


We always have. The temptations to branch out editorials 
(and thus enlarge our advertising opportunities) have beejL 
constant. But we've resisted these temptations. We knot 
we can't be all things to all people. So we continue to cor 
centrate on helping the timebuyer, account executive, a 
manager, and the others involved in radio/tv buying, to dc ; : 
a better job. 


Ever since our birth we've fought hard for worthwhile in) 
dustry improvements. We antagonize some with our stands 
we don't allow expediency to direct our policies. We'vi 
fought for an RAB, TvB, sane use of ratings, establishmen 
of a federated NAB (several years back), a new name fo 
spot, spot radio and spot tv billing figures. When many wer< 
sounding the death-knell of radio as tv zoomed into sigh 
SPONSOR released its memorable and factual series, "Radio 
is Getting Bigger." Right now we're underwriting one of thej 
toughest projects of our career: how to lick the paper worH 
hurting spot at ad agencies. A hard-working committee of] 
industry leaders is wrestling with this one. 


There are a million ways to turn out a trade magazine. 
SPONSOR pioneered the kind that is as easy to digest as 
a consumer magazine. When we began we introduced to 
the advertising field the highly graphic, readable, inter- 
pretive, and factual periodical. When we went weekly w>; 
introduced the fast-reading, eight-page newsletter. We spe- 





ize in home readership (and how wives love it!). None 
ese concepts are copyrightable, and our innovations 
i now discernible throughout the trade field. 

press -th 



'ne in the advertising magazine field, SPONSOR is edited 
men who have held executive posts at top advertising 
'tot ma|bncies. John McMillin, executive editor, and Ben Bodec, 
ws editor (our two key editors), spent a total of 26 years 
Compton, J. Walter Thompson, Kenyon & Eckhardt, and 
<er large agencies. These men are exceptional analysts 
d writers. But more than that, they bring their readers 
advertising understanding and know-how far beyond 
r Native and mechanical skills. SPONSOR'S strength always 
3 s been in its product. Some 20 editors, the top nine of 
tarn average nearly seven years each at SPONSOR, are 

uetoc 'the job. 



nen SPONSOR was beginning, extracting facts-and-figures 
)m agency and advertiser sources was no mean feat. But 
e industry gradually has learned to share its secrets; and 
while i?'ve had a hand in this education. In the past year two 
rr start b;encies (Leo Burnett and N. W. Ayer) broke hush-hush 
s We jlicies by inviting us to analyze their operations and report 
^r findings with no holds barred. They must have liked 
\e results; both ordered thousands of reprints. 

se information is the heart of SPONSOR'S editorial con- 
nt. Case histories, cost studies, research analyses, charts, 
" a id surveys of all kinds dot our pages. Standard for the 
' idustry are such tools as Tv Basics, Radio Basics, All 
jledia Evaluation Study, Network Comparagraph, Five-City 
irectory, Tv Dictionary, Timebuying Basics, Marketing Ba 
ics, Annual Farm Issue, Annual Negro Issue, Timebuyers 
f the U. S. In November, 1959 our Readers' Service an- 
wered 225 agency/advertiser questions. 

ito sij 



iPONSOR's target, editorial and circulation, is some 7,500 
igency and advertiser executives whom we consider worth 
eaching because they participate to some degree in air- 
ouying decisions. Of these, perhaps 2,000 — largely time- 

buyers — are of major importance. Our task is not only to 
reach but to truly influence the 7,500. This is a tall order 
These are busy people who must pick their reading matter 
with care. It takes a penetrating use book which covers th* 
weekly essentials (and avoids the non-essentials) to reg- 
ister. SPONSOR registers so well that in 1959 we averaged 
close to 100 paid subscribers at such prominent spot-buying 
agencies as Young & Rubicam, BBDO, McCann-Erickson 
and J. Walter Thompson. 

These are signs of out progress as we enter our fourteenth 
year. There are others. For example, in 1959 our renewal 
percentage climbed 14% over the previous year; newspaper 
and magazine publicity mentions tripled; advertising income 
reached an all-time high; new surveys appeared which at- 
tested to our continuing leadership among agencies and 
advertisers. And in June, 1959 we began publication of 
CANADIAN SPONSOR, a biweekly edited in Toronto. 


1960 brings an advertising rate increase, the first since 
1957. But it's our wish that we give old advertisers a break. 
So we have decided to guarantee current contract adver- 
tisers our old rates until 1 January, 1961. 

We have many plans afoot for 1960. Not the least of these 
is the further professionalizing of our sales and sales pro- 
motion departments, two operations which have taken a 
back seat as we've gone all-out on improving our editorial 
product. So you can expect to hear more about our adver- 
tising values* and see us more often during 1960. 

I hope that this report tells you what you want to know 
about SPONSOR. If we've omitted anything, please drop 
me a line and I'll do my best to furnish the fill-in 



•A presentation explaining trade paper values (1960 vintage) has 
just been completed by our promotion department We'd like to 
show it to you. May we? 



C O 

P A 











Lamp Unto My 

Red Rowe 

Dough Rt Mi 
i . • : 

Red Rowe 

Dough Re Mi 

Look Up & Live 

On The Co 

Play Your 

On The Co 

Play Your 

• _?: 


I Love Lucy 

':---■. ».-. 
i -i'. 

Price It Right 


lit Pr ii 

BUriln* - 

ilt WhltaeaU 

I Lore Lucy 

Price Is Right 
Larar alt 

Camera Three 

December Bride 


Culver alt 


December Bride 

". ■- f i ' 



Lawei all 

'■■at Ccrrer 

lohns Hopkins 
File 7 


Restless Cun 

.: •• of Life 


A_er TTryag Prod 
i '. : N i - : ■ ?? 

Truth or 
Ponds alt 


Restless Cun 


Lore of Life 

Truth or 

.-. - r: :-.-! 

_ - PM 

It Cuu l J Dl 

AL Cu!ver al: 


z-~ m T~i : 

t ■ a 

Bishop Pike 


Love That Bob 
Ex-Lax. Johnson 

Search for 



Cuiding Light 

It Could Be You 

wv ;•-*■= all 
- Gay 

Peods a> PAG 

Love That Bob 
C-e- 7 o;s 


Search For 


Cuiding Light 

Lore H 

I : < 

Colhsga Newt 

i -i 

About Faces 

No net service 




No net service 

About Fac=s 

No net service 

HJ») rest 

No net service 



Frontiers of 

World Turns 

. l— -i. :- 

No net service 

Work) Turns 

Sterlli* alt 

No net service 

NBA Pro 



hi regional 

Day In Court 

For Better Or 

For Worse 


Queen for a 


Day In Court 

.":■:-;:-. A 

J 5 : :.--;:- 

For Ber-er C- 
For Worse 

T;:r i : ,r. 

». = = - ':• 2 


A '. : t—. .- ; . . ' ?r 
-.:: 7.-:c 



Cale Storm 
.v ■ :..- Bead 



Lev e • 

S C aauauaafi 
Tan Camp 

The Thin Man 

. I 
Loretta Young 

Cale Storm 

L:::ff:: JtrT.-f 

Art Linklerter 
alt Tool 


The Thin Ma 


v : 

Open Hearing 

I Cerebral Palsey 


(1/17; 3-3:30) 

Sunday Sports 



Schlltx alt rust 


leat The Clock 
Ex-Lax. Lever, 
•is. Cofrr 
in Mi. 
Dn ; Baal 




Dr. Malone 

Beat The Clock 





Dr. Malone 



." : ' - > 

5.?f :.- 


No. Amer. Tan 



NBC Opera 

Vho You Trust? 

Johnson A 

2 y - • : r. 

Verdict Is Yours 
Bern Band alt 

5 ".' I '. 

From These 

Axe? Hy^e 

Who Do You 

Bloc*. Lever. 

Ex -Lax 

'erdict Is Ya*r» 
laaafl i i..- 
dl D MUM 

From These 


5o:: »'.: TcrU 


Paul Winched 
Harta Mountain 



Brighter Day 

Secret Storm 
Lmer Hoaei Prod 

The House on 
High Street 

Comedy Theatre 


Brighter Day 

Secret Storm 
Oen Mills 

The House en 
- ;- Street 

I - ! '. 

Zomedv Theatre 


Broken Arrow 
Man Candy 

Face the 

World Series 

of Coif 

BtTuk alt 

ta c i'c.i Razor 

Bp-r J50.000 



arlord. Armour 

'..'. if-, i 

Edge of Night 



Quaker Otts 

Split Personality 
Adrenture Thea. 


laUsvood. Candy 

Edge •' Night 

SterUsx - 

Split Personality 

A-. - 
Ba- r 

Adrenture Thea. 

Hatty's Funday 

Mans ac to 
alt suit 

L Bernstein 
(430-530) <J 

World Series 
of Coif 



Loot RIHKir 

0*o Mills 


B Crosby Coif 


College Bowl 
Gen. Electric 

Kemper Inc. 

My Friend 

Gen I 

Rin Tin Tin 

Jen Mills 



My Fn 

Gsa 1 


The network schedule on this and preceding pages i 4*5. 47) 
includes regularly scheduled programing 16 Januarv to 
15 Fehruary. inclusive "'with possible exception of changes 

made by the networks after pressrime'i. Irregularly sched- 


16 JAN. - 12 FEB 


b Hi 











Dough Re Mi 


Red Rowe 


Dough Re Mi 



Red Rowe 


Dough Re Mi 

Sweets alt 
Bin & Wmsn 

Heckle & (eckle 

Gen. Mill* alt 



Mills alt 


Howdy Doody 


alt sust 



Play Your 


On The Co 

LanTy's alt 

Play Your 

On The Co 



Play Your 



Mighty Mouse 

Owi Foods 

alt suit 

Collate alt 

Gen Foods 

Ruff & Reddy 

Gen Foods 



Price Is Right 

alt Sterling 
Heinz alt 
Sweets Co. 

I Love Lucy 


Scott alt 
TJ. S. Steel 

Price Is Right 

alt Lever 
Miles alt" 


I Love Lucy 
Lever alt 
Gen Mills 

Gerber alt 
H. Eastman 

Price Is Right 
Lever alt 
Corn Prod 

Stand Brands 
Gen Mills 

I Love Lucy 


Gen Foods 



Heinz alt Miles 

Nabisco alt 


December Bride 


alt Lever 
Heinz alt 

December Bride 


Miles alt sust 

Lone Ranger 

Gen Mills 

alt sust 

Gen Mills 

hi mi 

Circus Boy 

Miles alt sust 




Truth or 




Restless Cun 


Gen. Foods 


Love of Life 

Quaker alt Level 

Amer Home 

Truth or 

alt Stan Brands 


Restless Cun 


Love of Life 

Lever alt sust 

Gen Mills 

alt sust 

Truth or 



Lunch With 
Soupy Sales 

Gen Foods 

Sky King 


True Story 

Sterling Drug 



Could Be You 
Whitehall alt 



»»t Brlllo 

Love That Bob 

Armour, Sterling 
Draekett, Block 
Drug, Dusharme 
fifn Fundi 

Search for 



Cuiding Light 

It Could Be 

Miles alt 


Love That Bob 

Beech-Nut, J&J 
Draekett, Armoui 

Gen. Foods 

Search for 



Cuiding Light 


Could Be You 
Stand Brands 

alt Frigidaire 
P&G alt 

lirll 'iiii 

Restless Cun 
Sweets Co. 

Detective Diary 
St erling Dr ug 


t mat 

No net service 

About Faces 

No net service 

(1:25-1:30) suit 

No net service 

About Faces 

No net service 

No net service 

Mr. Wizard 


No net service 

As the World 




No net service 

World Turns 

alt Gen Mills 

No net service 

D„|ar Or 

Queen for a 




Day In Court 


Johnson & J., 


Gen Foods 

For Better Or 
For Worse 

Simonize alt sust 

Lever alt 
Dumas Milner 



alt Nestle 

P&G alt Heinz 

Day In Court 


Draekett. Ton! 

Ex -Lax 

For Better Or 
For Worse 

Lever alt sust 


Queen for a 

Ponds alt Nabisco 

P&G alt sust 

Pro Hockey 



NCAA Football 

Arrow Shirts 

Shlck. Esso, 

Humble Oil 

Stand. Oil Ind. 


The Thin Man 

Loretta Young 

(2/10 S) 

Cale Storm 

Beech-Nut, Gen. 
Foods. Draekett 

Johnson & J. 

Art Linkletter 

The Thin Man 


Loretta Young 

(2/11 S) 

Cale Storm 

Block Drug. Gen 
Foods, Coty 
Johnson & J. 

Art Linkletter 
Lever Bros 

Armstrong alt 

The Thin viar 

Loretta Young 
(2/12 S) 

Bayuk. Gen 


3p-L $98,000 

(% hr. time 

& talent) 


Dr. Malone 

Seat The Clock 
Johnson & J 
Coty, Gen. Foods 



Quaker Oats 
sust alt 


Dr. Malone 

Supp Hose, Miles 


Beat The Clock 

Beech-Nut. Ar 
mour, Toni, 

Gen. Foods 



Dr. Malone 



Who Do You 

Staley, Draekett 

Gen Foods 

T "'""" n ■"- T 

1$ Yours 



From These 


H. Curtis 

Who Do You 

Block, Lever, 
Beech-Nut, Ar- 


Verdict Is Youn 

Sterling alt Level 

Van Camp 

alt sust 

From These 


Standard Brands 

Verdict Is Yours 


Lever alt sust 

From These 







• Prod 

The House on 
High Street 


omedy Theatre 

(2/10 S) 


Gen Foods 

Brighter Day 

The House on 
High Street 


ilk alt 

iplit Personality 

Frig., sust 

Heinz alt 

Uvonfnro Tl, a . 

Secret Storm 

Amer Home 
nit Pntar Ptin 


Old London 

Edge of Night 





Split- Personality 

Heinz alt 

Gen Mills 

Lever alt Miles 

flrUnntnrn Thm 


Gen Mills 

Brighter Day 

Secret Storm 
Amer Home Prod 

The House on 
High Street 

Comedy Theatre 


Alberto Culver. 

Edge of Night 

Amer Home 



Split Personality 

Lever alt 

Sweets Co. 

flrUantnm Thm 

MBA Basketball 

(various times) 

(tt Keg.) 
Bayuk (% Net) 

(2/10 S) 






(2/11 S) 




(2/12 S) 

All Star Coif 
Miller Brewing 
Reynolds Metal 

Rocky and 

His Friends 

Gen Mills 


Rin Tin Tin 

Gen Mills 

All Star Coif 

uled programs appearing during this period are listed 
as well, with air dates. The only regularly scheduled pro- 
grams not listed are: Tonight, NBC, 11:15 p.m.-l a.m., 
Monday-Friday, participating sponsorship; Sunday News 

Special, CBS, Sunday, 11-11:15 p.m.; Today, NBC, 7-9 
a.m., Monday-Friday, participating; News CBS, 7:45-8 a.m. 
and 8:45-9 a.m., Monday-Friday. All time periods are 
Eastern Standard. 

With Washington eyeing ratings, SPONSOR ASKS: 

What do you think of the sampling 

techniques of rating* 

Accuracy of audience measure- 
ments are expected to come un- 
der close government scrutiny. 
Here, top researchers discuss the 
scope of the most used methods 

Avery Gibson, >-P- of sales development, 
H-R Television, Inc., New York 

Sampling is the only way we can 
get the answers to: "Who watches 
television? How frequently? When 
and where?" Calculated guesses on 
the popularity of various shows, the 

should support 
a single 
research bureau 

reach of stations or the dimensions of 
the audience to television, could be 
very costly. Ask any producer who 
gambled big money only to have his 
property collapse after four weeks on 
the air. 

Sampling gives us an idea as to the 
scope of radio or television. Suppose 
we did not rely on sampling, but in- 
sisted on a complete enumeration, a 
study of every tv home in the United 
States. Can you imagine anything 
more cumbersome, slow, or costly? 

Of course, we can get only indica- 
tive answers about the audience to 
radio and television, and they will not 
be as accurate as a complete census, 
but they cost much less, and we get 
them faster, often overnight. These 
answers, used with judgment, help us 
to make better decisions. 

However, there is one question 
which should concern the industry: 
Ts all the duplication of effort by all 
the research services giving us the 
most for our research dollar? 

For example, Nielsen and ARB 
both measure New York with instan- 
taneous mechanical methods. ARB is 

currently doing a multi-city mechani- 
cal network report. Nielsen has an- 
nounced plans to do the same. Both 
measure as their local service the 
metropolitan audience and the total 
homes audience to stations. Both plan 
a county-by-county coverage study 
within the year. 

The difference is that one service 
measures telephone-only homes, who 
agree to keep diaries: the other meas- 
ures all homes who agree to keep dia- 
ries and a counter on their set. 

Nielsen and ARB both report local 
ratings on a four-week basis. This 
four-week data is deceiving when y^ou 
are trying to decide on the strength 
of a program, because of frequent 
program changes, specials, and varia- 
tions in tune in. 

ARB and Nielsen are only two of 
the rating services. Research money 
is also spent by Telepulse, Conlan, 
Verifax. Trendex ,Videodex and many 
more firms. 

Perhaps it is time for us to con- 
sider again an industry supported 
survey, paid for by networks and 
stations. Would we not get more sig- 
nificant data if all of the money spent 
for research were pooled to create a 
Television Measurement Bureau un- 
der the auspices of the National As- 
sociation of Broadcasters? 

Paul Keller, r.p. & research dir., Reach, 
McClinton & Co., Inc., New York 
Let's call a spade a spade. None of 
the samples used by the rating serv- 
ices will stand up to a rigorous in- 

Samples can't 
stand up 
from statistical 

spection from a purely statistical 

A perfect sample is, of course, 
one that mirrors the "universe" 

under study. If we define as t 
the universe studied by the rating f 
services all homes owning tv sets. c 
then it is obvious that the telephone! '■ 
sample must omit those homes which f 
do not own a telephone or whose! '" 
number is not listed, that the diarv 
sample cannot measure those who 
cannot read or write or whose ad- 
dress is not shown in any listing, that 
the personal interview sample cannot 
reach those who are not at home or 
those who live in remote areas. Only 
the meter technique has the oppor- 
tunity to design a perfect sample. 

But, when it comes to putting the 
sample design into actual practice, 
the meter technique runs into a high 
rate of refusal caused by the fact that 
many people are not enthusiastic 
about having someone look over their 
shoulder continuouslv. Refusals make 
substitutions necessary and substitu- 
tions, as well as mechanical failures 
of the meters themselves, destroy the 
randomness of the original selection. 

So much for the insurmountable 
problems faced by the rating services 
in designing a truly representative 
sample, problems incidentally not ex- 
clusive to the rating services alone 
but encountered by the government 
agencies, by social scientists, by any- 
one attempting to measure attitudes, 
opinions and behavior of human be- 

Rating services are often criticized 
for what appears to be a very small 
sample size. As any statistician will 
verify, small samples are completely 
acceptable to the trained technicians 
in the field of statistical measurement 
and a randomlv selected sample of a 
thousand respondents can accurately 
measure the characteristics of mil- 
lions. The lavman often overlooks the 
fact that ratings are not a one-time 
affair but that ratings are taken con- 
tinuously and that over a period of a 
year, thousands upon thousands of 
people are being questioned. 

The major rating services use 
the same sampling principles that 
are being used by the U. S. Gov- 





rl»C. -n' 

.nment, the medical profession, and 
le rati t e social scientists. All of these 
;. impling plans break down to vary- 
eJephoi re degrees in their execution and, 
es whit ferefore, a certain amount of bias 
r 4 a ill appear in the final results. I be- 
v Jjj, «ve that the sample sizes currently 
; , v sed are adequate and that any mean- 

!f . lgful increase in their size will make 
D j J,, jie rating services so expensive that 

(m ftey will not be supported by the in- 

«i i ustr >- 

Qo] ij Personally, I believe that the rat- 

r. ng services are performing a vital 

\ t unction. The trouble with them is 

p t [, Jhat they are a part of an industry 

3( t R ibout which everything is suspect at 

he moment, that their end-product is 
grossly misused and mishandled by a 
iood number of the industry's deci- 
sion makers (and I might add by 
Jnany of the industry's researchers) 
>t and that their true nature and impor- 
tance is constantly misrepresented by 
the press in an attempt to bring dis- 
credit to a competing medium. 

rttii p 


Melvin A. Goldberg, director of re- 
search, Westinghouse Broadcasting Co., 
New York 
We take samples of blood to check 
on white and red cell counts. We 
check on samples of food for radio- 

must be 
studied on 
continuing basis 

activity or chemical content. We take 
samples of the electorate to select our 
jury panels. Samples and surveys are 
conducted continuously by the De- 
partment of Agriculture, Census 
Bureau, Department of Commerce, 
and the State Department. 

So it would seem that sampling as 
a technique is here to stay. Each 

i Please turn to page 71) 

You Can't 


From there, 

You have to Buy Broadcast IN 
Lexington to reach the 149,500 
homes in the prospering 30- 
county Lexington retail trading 
area. The five Lexington Broad- 
casters consistently and domin- 
antly influence 559,200 people in 
making $445,793,000 in retail 
purchases and $104,334,000 in 
food purchases. Buying Cincin- 
nati or Louisville won't get the 
job done in Central Kentucky. 
Get your share of $657,165,000 
c. s. i. by buying Broadcast IN 
Lexington . . . the only way to 
reach this rich, growing 30- 
county trading area. 

You Have to Buy LEXINGTO 
to Cover the Rich, Growing 






16 JANUARY 1960 



I Continued from page 35 I 

gingham \ Walsh; Bill Abrams. 
5S( 15: Nate Rind. Do\le. Dane. Bern- 
bach: Lionel Schoen. C. J. LaRoche. 
Because of the demands of televi- 
sion, particularly, positions of en- 
hanced responsibility have been cre- 
ated in most ad agencies, filled many 
times by persons described as un- 
usually adept. Among these: Mark 
Lawrence, vice president for radio 
and tv production at MacManus. John 
& Adams: George Polk, vice president 

of radio tv programing. BBDO: 
Lansing Lindquist. vice president for 
broadcast and media departments. 
Ketchum, MacLeod ic Grove: John 
Calley. director of new programing, 
and Mitchell Lipman. manager of net- 
work relations, both at Ted Bates: 
Bert Mulligan, new —2 man in pro- 
graming at Compton. 

In the creative area, the young 
stand-outs cited were David MacColl. 
vice president for copy at Ogilvy. 
Benson & Mather: Kenneth C. T. Sny- 
der, vice president and tv radio crea- 



# award winning 


m usic 









See Latest Nielsen 

William V Stewart. President AOar en F McGavren Corp Representatives 

the director at Needham. Louis 
Brorby. Chicago: Bill Rega. tv radi 
writer. J. Walter Thompson. Chicago] 

Research experts, too. came in foi 
special mention. They are Marti 
Herbst. director of media research a 
Donahue & Coe. and Kent D'AIt- 
dro. director of media research at 
BBDO. Two other men round ou 
the agency nominees: Lee Curran 
premium buyer. BBDO. and Harr 
Treleaven. vice president in charge 
of the creative departments. JWT 

The third part of the advertising, 
triangle, media, came in for severa 
nominations — 25 in all representing 
eight at representative firms. 12 a: 
networks and five at stations. 

\ >ung and progressive station man- 
agers are taking over prime respon- 
sibilities in many areas. Among 
them: Joe Doughertv. WPRO-TV 
Providence: James E. Allen. WBZ- 
TA . Boston: Ralph Beaudin. also a 
vice president at KQ\ . Pittsburgh: 
Dan Hydrick. Jr.. WGH. Norfolk. 
Another nominee was Donald L. 
Keaney. director of sales for Corin- 
thian Broadcasting Co. 

At the networks, several young 
executives with varving functions 
came in for mention from the panel. 
At ABC TV. the group included Don- 
ald Coyle. vice president of the new- 
international division: Julius Bar- 
nathan. vice president for affiliated tv 
stations: Giraud Chester, vice presi- 
dent for the daytime programing: 
Fred Pierce, manager of network tv 
research: Bert Briller. director of 
sales development. 

The CBS TV contingent included 
tiro managers of CBS o&o stations. 
Clark George at WBBM-TV. Chicago. 
and Jack Schneider. WCAL -TA . 
Philadelphia: and Bruce Brvant. vice 
president of CBS TV Spot Sales. 

The NBC T\ group was comprised 
of Alan Courtney, night programing 
vice president: Carl Lindeman. day 
programing vice president: Robert 
Casmire. special projects coordina- 
tor, and J. Harvey La Terre. coordi- 
nator of sales development in partici- 
pating programs. 

Still another media group, station 
representatives, was commended with 
the citation of eight young men. They 
included Jack Denninger. vice presi- 



\ u 

nen of action 


realise the dynamic potential of the Canadian 
market, the fastest growing in the world at the heart 
of which lies Toronto. When in Toronto they choose to 

stay at the PARK PLAZA 

where a central location with luxurious modern surroundings, 
efficient yet dignified service and an excellent cuisine, have, 
for the past twenty years established the tradition 

The Park Plaza Hotel Bloor Street West and Avenue Road Toronto 









A.M. or P.M. 

more people in Central 
Texas watch us day and 
night over an area 73% 
greater than the sta- 
tion nearby. . . 

H9 m 



Natiotial Representative* 

dent and eastern sales manager, and 
John Boden, radio salesman, at Blair- 
Tv in .New York and John Blair & Co. 
in Chicago, respectively; Frank 
Boehm, vice president and director of 
research, advertising and promotion 
at Adam Young, Inc.: George Kup- 
per, tv salesman, and Bob Teter. vice 
president and director of radio at 
Peters, Griffin, Woodward: Ralph 
Guild, vice president of McGavren- 
Quinn: Charles W. Kline, head of his 
own FM Unlimited companv in Chi- 
cago, and Joe Hogan. tv salesman at 
The Katz Agency, Chicago. 

In summary, this group of 73 per- 
sons cited is typical of advertising 
patterns but in no way attempts to 
be definitive. These men aren't nec- 
essarily the best: They are primarily 
representative of the best Avhich ad- 
vertising and the broadcast media 
have to offer. Competent people in 
these professions are numberless. ^ 


(Continued from page 37) 

try. Indeed, it was the thinking of 
Resor that molded the present day 
concepts of JWT and indirectlv the 
concepts of Wm. Esty Co. 

In 1932. Bill Esty of JWT. left to 
form his own advertising agency. The 
staff that came as the nucleus of his 
agency came out of JWT also. Thus 
both JWT and Esty might be said to 
have common roots. (This is not un- 
common on Madison Avenue: Ted 
Bates Co. for example, came out of 
Benton & Bowles, and in manv cases 
inherited characteristics stick. I What- 
ever their surface differences. Estv is 
a chip off the old JWT. 

Each plays their hand close to the 
vest. (Does Macy tell Gimbel?) 

Each is reluctant to turn the spot- 
light on any single individual. 

Each has given to its personnel a 
stature that commands loyalty. 

Each has given its personnel ma- 
terial benefits (profit sharing, salarv 
increases, etc.) that keep them sta\- 
ing on and on in an industry where 
job-switching has become virtually a 
trade practice. Even people who 
leave these agencies keep coming 
back like homing pigeons. One of 
the classic examples of homing was 

Bob Colwell, who left JWT to start 
own successful agency, Sullivan Stau 
fer, Colwell & Bayles, only to reta 
after 10 years to JWT with this e 
planation which was reported in Ma 
tin Mayer's Madison Avenue, U.S. A 
"I was in the hospital four times, 
said Colwell. "I had a heart attacl 
they took out my stomach, I almo 
lost my eyesight. My doctor said t 
me, 'Bob, I don't think this plat 
(SSC&Bl agrees with you." 

Each agency learned to use radi 
almost from the medium's inventioi 
have been improving on technique! 
ever since. 

The solidity of both JWT an- 
Esty (which might conceivably b 
compared with banking and invest 
ment houses; indeed JWTs earlv ac 
counts were out of the J. P. Morgai 
holdings) have kept employees loya 
over many years. In this way. kev 
media and creative people at boil 
agencies have spanned the entin 
broadcast era. cut their teeth on radio 
and were not overwhelmed by thej 
glamour of television when it came 
along. Their first consideration is to 
the agency and its clients. 

If marketing strategy at either 
agency calls for a high-impact tv 
push w ith radio as the back-stop, each 
can make commercials or jingles that 
could stand alone even if tv hadn't 
been invented. After all. the people 
who grew up with radio in these 
agencies are running the show today. 

Thus have the precepts that Resor 
laid down for JWT continued to in- 
fluence that agencv. and carried over 
into the philosophv of its offspring — 
Estv. Since the precepts were sound, 
they will never be outdated since ad- 
vertising is, despite any offbeat frills 
or fancies, a very elemental thing. 

And thus have the Esty and JWT 
agencies mastered the technique of 
buying radio, of policing their buys 
(for bad spotting or triple-spotting), 
of creating memorable jingles (they 
keep winning annual commercials 
awards from RAB. John Blair Co., 
etc.), unique copy approaches. Both 
agencies, on behalf of their clients, 
are interested in radio. And interest 
and understanding of the medium is 
all it takes to sell successfully with 
radio. ^ 


16 JANUARY 1960 




Spot commercials pay off. And even 10-second spots become practical with an Ampex Videotape* 
Television Recorder. Here's how these Ampex exclusive features make it possible . . . 

• TAPE TIMER Locates the 10-second spot on a reel ... measures in hours, minutes and seconds 
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a safety margin. 

• WAIST HIGH TAPE DECK Permits loading of next commercial in seconds . . . reels lie secure- 
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• AUTOMATIC BRAKE RELEASE Makes reels free wheeling . . . tape pulls easily for fast 
threading — without tape stretch or crease. 

Write, wire or phone today for an Ampex representative — or ask for the new, fully illustrated 
brochure describing the new Ampex VR-1000B. Whatever you want to know about the advan- 
tages and profits in TV tape, get the facts from Ampex. AMPEX HAS THE EXPERIENCE. 





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Receivers are now available — for a limited time 
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Net 30 days, all prices FOB Bloomington, 
Indiana, Federal Excise Tax included. 


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Consumer Products Section 


east hillside drive • bloomington, indiana 



16 JANUARY 1960 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 


16 JANUARY I960 

Cwrlibt 1900 



Shadows continue to fall toward the broadcast industry in Washington. 

Like these developments of the week: (ll The House Commerce Legislative Oversight 
subcommittee wants another S250.000 for its probes; (2) Rep. Emanuel Celler is on a kick 
against letting newspapers own tv stations and vice versa; I 3) broadcasters themselves are 
nudging the FCC into assuming more power over station regulation. 

The FCC programing hearings could have become thoroughly monotonous and 
repetitious by now, except for two developments. 

The most unexpected was that testimony by broadcasters thus far has been weighted 
more to the side of FCC intervention in programing than against it. The second is that 
Commissioner Cross, the newest member, has revealed in his cross-examination that 
he has definitely joined the camp of those who feel the FCC must do something 
about minimum standards for broadcasters. 

As of this moment, it appears that the FCC would vote 5-2 in favor of stronger in- 
tervention in programing, but just how strong will become clearer only with the passing 
of more time and perhaps more witnesses. 

The Cross argument was with Tom Chauncey, Arizona Broadcasters Associa- 
tion president and president of KOOL-AM-TV, Phoenix and KOLD AM-TV, Tucson. 

Chauncey argued for a complete FCC hands-off policy, but Cross eventually got him to 
say that "a jukebox shouldn't be licensed." and that if the FCC doesn't have the power to re- 
voke the license of such a station, it should have. 

Cecil Woodland, \^ EJL, Scranton. president of the Pennsylvania Association, made a di- 
rect appeal for FCC registration of disk jockeys, though he opposed further government inter- 
vention. Howard Hayes, general manager of WPIK, Alexandria, and WOKO, Albany, hit 
Madison Avenue and ratings, and called on the FCC for action. Philip Cortney of Coty, Inc., 
also asked that advertisers keep hands off as did tv writer-producer Rod Serling. 

Pending the broadcasting industry's chief testimony in the week of Jan. 25, the picture 
was certainlv of a divided industry and was not calculated to convince a government agency 
it should keep its hands off. 

Peter W. Allport. a vice-president of the Association of National Advertisers, 
took a swipe at Hayes" statements when it came his turn before the FCC. 

Airport's remarks were along these lines: lal sponsor participation in programing can 
be beneficial to tv; (b I what with high tv costs, advertisers would go into competitive 
media unless they could have the benefits of sponsor identification; (c) all program- 
ing would suffer if advertiser monev were withdrawn from tv. 

As for the Oversight subcommittee's quest for another quarter-million, it seems that there 
are only "pennies" left from that $200,000 appropriated for the group last year. 

The fact that the subcommittee is asking for even more than it got the vear before adds 
up to this: if in 1959 it only shook the very structure, the industry can cross its 
fingers on what the devastation could be in 1960. 

16 JANUARY 1960 


Significant newt, trends in 

• Film • Syndication 

• Tape • Commercials 


16 JANUARY I960 Filmways has apparently hitched on to what is expected to be the next big 

cpyrifht i960 program vogne; namely, comedies. 

sponsor The reference, of course, is to Filmways' maiden entry into tv film programing, unde 

publications inc. Al Simon, who has plans for five shows — three of them comedies. The comedy show titles 

Barney Benedict, Double Take. Mr. Cellini. 

Only recently CBS Films let it he known that the first two productions by its new prflf 
gram chief, Robert F. Lewine, will both be comedies. Also producing comedies for CBS' sy 
dication arm will be Ralph Levy (Jack Benny) Jess Oppenheim (I Love Lucy). 

Trade speculation poses a curious motive for Filmways' advent in entertainment films. J 
some see it, the move offers a route for reaching buyers other than ABC TV, whick 
has exclusivity on Warner's tv production services. Filmways, it should be noted, is relate* 
to Warners as an investment affiliate onlv. 

Don't be surprised if Schlitz (JWT) ends up as a syndication sponsor in som 
markets of the Saturday night network time period it's vacating on CBS. 

Although Schlitz has just pulled out of syndication, it's reportedly looking into chancel 
of picking up alternate weeks of syndicated shows in around eight markets. 

If they do, it'll be another case of an advertiser revamping its budget when the un 
pected opportunity came along. 


Three new shows coming out of Screen Gems for syndication in the immediate 
future represent separate attacks on programing concepts. 

The shows are: 

• Two Faces West: This will use one actor in two roles (the Corsican brothers gimmick) 
which has not yet been attempted in a tv series. 

• Ivanhoe: A ratings success in England and other countries, this series is coming off 
the shelf in response to a new interest in literary properties this season. 

• Wild Bill Hiekok: A 113-episode re-run. It was originally both network and national 
spot at various times for Kelloggs. Already sold to WOR-TV, New York, and WGN-TV, 

What may be a precursor to a Ziv-United Artist deal : the wholesale naming by 
Ziv this week of three executive v.p.'s and six v.p.'s. 

The move, arnway, represents the sudden creation of a highly stratified hierarchy 

within the Ziv organization. 

Three v.p.'s given executive v.p. rank are M. J. Rifkin, sales; Maurice Unger, production, 
and Robert W. Friedheim, administration. 

The six newly elected v.p.'s are Joseph Bailey, Eastern production; Edward J. Broman. 
regional sales; Len Firestone, syndication sales; Frank Reel, legal affairs; James Shaw, na- 
tional-regional sales; and Pierre Weis, Economee. 

MCA reports its Paramount feature films are drawing audience shares of 50% 
or better in many major markets. 

Cities are New York, Detroit. Milwaukee, Cincinnati, Washington. Pittsburgh, Boston, St. 
Louis, Cleveland and Harrisburg. 

For latest Paramount features sales, see FILM WRAP-UP. Page 66. 

60 SPONSOR • 16 JANUARY 1960 






FILM-SCOPE continued 

The traditional inaccessibility of CBS o&o's as film customers for CBS Films 
has been shattered by a move indirectly involving CBS TV. 

Among syndication deals for re-runs between CBS Films and CBS o&o's for the late Sat- 
urday night period just vacated by CBS TV: KMOX-TV, St. Louis, which is taking San 
Francisco Beat. 

This trend doesn't necessarily apply to all CBS affiliates or even other o&o's: For 
example, WCBS-TV, New York, will return Ziv's Sea Hunt; WCAU-TV, Philadelphia, will 
put in MCA's Mike Hammer, and KNXT, Los Angeles, will start earlier with its feature film 
series, Fabulous Fifty-Two. 


The effect of the Screen Gems-Elliot, Unger & Elliot merger was to boost EUE 
into the $4 million category in 1959. 

This was an increase in gross business of 80% over the previous year. 

The main part of EUE's 1959 increased business came from new access to Co- 
lumbia's West Coast facilities; these accounted for $1 million. 

But there was a real upbeat in EUE's fiscal status apart from the merger, since its New 
York studios also enjoyed a 20% business increase. 

Last year EUE was the only film commercials producer to be operating in tape as well, 
but its tape grosses were not substantial. 

In other words, it was strictly a film boom as far as EUE was concerned. 

Congressional probes of commercials may lead advertisers to reconsider their 
present attitudes toward animation. 

But commercials men in animation differ among themselves on what to expect, as you 
can see here: 

• Howard Henkin of HFH Productions, New York, doesn't expect any wholesale 
switch-over to animation, but anticipates increased mixtures of live-action and animation 

• Earl Klein of Animation, Inc., Hollywood, looks for a sharp gain of animation in 
1960, and expects a 20% increase in his firm's business this year. 

However, there was agreement among commercials men that imaginative or humor- 
ous approaches using animation might be the solution for advertisers concerned lest 
their commercials be taken as misleading in Washington. 

Cooperation between tape producers and stations with tape facilities is luring 
important national brand business in commercials. 

In Los Angeles, for example, National Videotape Service, which uses the KCOP facilities, 
has just signed six major products or brands. 

They are: Johnson's Glo-Coat, Pride and Stride (N,L & B), Laura Scudder Potato Chips 
( Campbell-Mithun ) , Protonail (Caples) and Schick Safety Razor. 

Early experience with the new AFM contract indicates that it's simple and work- 
able in practice. 

Insofar as simplified paperwork can make any object more usable, music producers are 
expecting an accent on music in commercials this year. 

Another factor behind a music boom is this: Advertisers with possible FTC troubles may 
find that the emotional appeal of music can make up for lost effectiveness caused 
by new modesty in copy claims. 

'ONSOR • 16 JANUARY 1960 


16 JANUARY I960 

Copyright IMO 




A round-up of trade talk 
trends and tips for admt 


A gag making the rounds of Madison Avenue the past week: a top-rung agenl 
has been so exhaustive in compiling prospects for an open media director spot that itj 
have to use Univac to make a choice. 

That is, feed the aptitudes and personality characteristics of each candidate into an eld 
tronic brain and have it decide which one comes closest to the ideal requirements 4 
a 1960s media chief. 

This is about the time of the year when ad managers call up agency tv direj 
tors with the query: how soon are we taking the trip to Hollywood. 

And with this corollary question : Should I take my golf clubs with me, or will I \ 
able to rent some out there. 

It all comes under the head of scouting the field for fall shows. 

The major drugstore chains can expect one of the giant drug companies to c 
out the practice of letting them buy air media locally on the grounds they can buy it J 
much lower rates. 

The reason is compounded of disillusionment and a mounting fear of what the FT| 
might do about these favored coop plums one of these days. 

The disillusionment stems from way the company's brands are handled by the chain J 
part of its advertising bundle. 

Something that tv sales development people say they can't help but notice ii 

their travels around the country: 

The difference in enthusiasm about tv between an agency's New York am 
branch offices. 

This enthusiasm, the sales developers add, diminishes more and more as you trav 
west, with the approximately lowest point a toss up between the branches in San Francis 
and Los Angeles. 

Their wry addendum: Perhaps the climate itself has much to do with the degree o: 
tv consciousness. 

There aren't as many firm-founder second generations plying the station rep 
field as you'd think. 

SPONSOR HEARS flushed out only these three names in looking over the strictly 
station-selling field for twigs of the pioneers: Stephan R. Rintoul, George W. Boiling, 
the third, and Monte Everett, who's in the midwest office of Everett-McKinney. 

The Boiling firm's sales also includes a nephew of the founder. Robert Boiling. 

Talk about the irony that often derives from an account switch, you should 
have a hard time topping this recent episode. 

The itchy ad manager asked the successor agency for a new media plan. 

The response: "You've been buying your spot tv so cheap that it would be in- 
advisable and uneconomic to make any change." 


16 JANUARY 1960 

ork . 

MOX Radio outweighs 
II other St. Louis media 
n community impact! 

His voice spoke of baseball, but his presence spoke of peace. Syngman Rhee, President of 
the Republic of Korea, granted his first broadcast interview in history to KMOX Radio. 
He told the KMOX audience how the St. Louis Cardinals' good will tour of the Orient 
formed a bridge of understanding, a bridge spanning miles, cultures and ancient suspicions. 
The occasion was the broadcasts by KMOX of the Red Birds' Far East exhibition games, 
the first play-by-play baseball to be broadcast to the U.S. from overseas. Another memor- 
able example of the "wide horizon" programming of "The Voice of St. Louis".* 

*A voice that speaks to the largest audience ever reported by Pulse for a St. Louis radio station. (Annual 
Cumulative Pulse study of Metropolitan St. Louis, December, 1954 thru January, 1959) 

® © © 

11 20 ON YO U R DIAL 




ACCENT ON HAWAII. "Maggi" Inouye (c) prepares for WDAF-TV (Kansas City) Accent 
show with help of station's Bette Hayes, and Rogers & Smith p.r. dir. Ed Denham, while her hus- 
band, Congressman Daniel K. Inouye, Hawaii, attends opening of Home Savings Assoc, hdqtrs. 

AIRBORNE MARKET COVERAGE is what Minneapolis gives buyers. Here, Art Swift (r), 
manager, WTCN, Radio and Tv, and pilot (I) prepare to take Frank Shaw (c) of Kati Agency, 
Inc., on helicopter tour of Minneapolis- St. Paul for bird's-eye-view of station's coverage area 


Old Dutch Coffee (out of Ketch, l 
um. MacLeod & Grove) hal 
launched what it believes to be . 
the biggest and most complete 
coffee campaign in the New \ork 
market in many years. 

The promotion include? a 52-wOel 
schedule of prime evening tv tin - 
WCBS-TV and WABC-TV, plus peri 
odic waves of saturation tv spot ovej 
these stations and ^ RCA-TA . 

Borden's joined the ABC TV day. 
time roster this week. 

The buv: three-quarter hours pe^ 
week, for 13 weeks, in the Davhrea^ 


• The Greater Detroit Chevrolet 
Dealers Association is launchinm 
a year-long campaign to "gain the 
confidence of the car buyer in the in] 
tegritv and dependability of its mem] 

ON TOP OF THE HEAP stands d.j. Did 
Buckley, WKDA, Nashville. His fans an- 
swered station request, sent in one-third o" 
total trading stamps received to be exchangee 
for toys for hundreds of needy youngsters 


16 JANUARY 196C 

I^Hcent on people rather than the prod- 
t, will be supported by radio spots. 
ff Mi jency: W. B. Doner & Co. 

; • Julian Freirich Co., meat 

s »o Icker (out of Ben B. Bliss Co., New 

°"ipii brk) and the R. T. French Co., 

pw i« nporters of Colman's English Mus- 

rd ( out of JWT I are working to- 

- fther on a month-long joint promo- 

>n dubbed "Corned Beef and Mus- 

^ - ffd Sauce." The campaign calls for 

urticipations in New York on WOR"s 

ilen Drake and Martha Deane 

iiows, and on WCBS' Housewife's 

rotective League. 

' • Diamond Crystal Salt Co. will 
se local radio and tv in 36 markets 
( promote its new Springtime theme: 
b t's Sparkle Time." Agency : Duffy. 
fcClure & Wilder. 
• The Automatic Foam Cleaner, 
ic. will introduce its new Atomic 
'leaner this week on The World of 
fashion. WMCA, New York. The op- 
ing schedule calls for 20 programs 
r week. Also, a market-by-market 
oduct acceptance program has been 



planned starting from the Eastern 

• The Rek-O-Kut Co., manufac- 
turer of high fidelity components, 
purchased a full year of fm radio 
time starting this week on WABC. 
New York. The program to be called 
the Rek-O-Kut Hour, will be aired 
every Monday. \K ednesday. and Fri- 
day, from 10-11 p.m. 

In search of talent : The Coca-Cola 

Co. is about to unveil "Talentsville. 
U.S.A." — a national teen-age talent 
contest, via the Hi-Fi Club which the 
company sponsors through its local 
bottlers. The contest, to run through 
June, offers as the grand prize $5,000 
in cash or a college scholarship. 

Thisa 4 n' data: The Jell-O division 
of General Foods is readying a Spring 
campaign to introduce its new prod- 
uct — Minute Spanish Rice Mix 
. . . Earl Kinter, chairman of the 
FTC. will address the special one- 
day meeting of the ANA at the 
Hotel Plaza in New York 2 February 

. . . National sales volume for Dr. 
Pepper Co. in 1959 shows a new 
all-time high with an increase of 
nearly 9 f /< over sales in 1958. The 
company has plans, this year, for its 
largest national advertising campaign. 

Strictly personnel: Stanley 
Frame, to director of marketing re- 
search for National Biscuit Co.'s re- 
cently-created New Products division 
. . . Stuart Peabody joins Robert 
Durham Associates as a senior man- 
agement consultant in advertising and 
marketing . . . Michael Caparon, 
promoted to manager of the adver- 
tising department of The Dobeckmun 
Co., a division of The Dow Chemical 
Co. . . . Robert Kahl, v. p. in charge 
of marketing at Borden Foods Co.. 
named chairman of ANA's advertis- 
ing research committee. 


McCann-Erickson merged three 
of its services this week to form 

JUTY'S REWARDS go to employees Irene Kerrigan, Frank Kelly (I) 

lorn Rolland W. Taylor, pres. Foote, Cone & Belding, -for loyal service. 

Jt point of retiring, Miss Kerrigan boasts 29 years with FC&B, Mr. 

si ly 29. Both received presentations at N.Y.'s Sheraton East hotel 

PUTTING ON THE DOG for commercial of Bristol-Myers Trig, men's 
deodorant, can be very time-consuming operation. Waiting for Dan, a 
N. Y. State Police bloodhound, to speak are (I to r): BBDO's 
sound engineer and Rocco Dellarso, with State Trooper Paul Paquet 


Communications Affiliates, Inc. 
The components of the company 

are the Marplan Division l formerly 
Market Planning Corp.), SCI Di\ i- 
sion i formerly Sales Communication, 
Inc.) and CCI Division (formerly 
Communications Counselors, Inc. i. 

Agency appointments: Sealtest 
Foods, Great Lakes Division serving 
Ohio, Michigan. Western Pa. and W. 
Va., to N. W. Aver & Sons, which 
now serves six National Dairv Prod- 
ucts accounts . . . Rainbow Crafts, 
manufacturers of Plav-Doh and 
Wood-Doh, to EWR&R,' Chicago . . . 
American Brewing Co., New Or- 
leans, for its Regal Beer, to North 
Advertising, Chicago . . . The Ram- 
bler Dealers Association of Greater 
Boston, with a planned radio /tv cam- 
paign, to Harold Cabot & Co., 
Boston . . . The Ohio Independent 
Telephone Association, to Hameroff 
Advertising, Columbus . . . WKNB, 
West Hartford, a division of the 
Beacon Broadcasting Co., to Reach, 
McClinton & Co. . . . The Universal 
Match Co., to D'Arcy Advertising. 

+ " 
New and expanded offices: The 
Victor A. Bennett Co. will open a 
San Francisco office, to be headed bv 
M. M. Craig Spitz . . . Venet Ad- 
vertising, now located at 1525 Mor- 
ris Avenue, Union, N. J. . . . Clinton 
E. Frank is taking over the entire 
22nd floor of the Merchandise Mart 
in Chicago. 

A novel idea for Christmas gifts : 
Clients of Litman-Stevens & Sher, 

Kansas City, received for the holidays 
a silver dollar in a cellophane bag. 
and a gift certificate good for two 
days and nights at the Flamingo Ho- 
tel in Las Vegas. The silver dollar 
was to be used in whatever way 
seemed appropriate during the stav 
in Las Vegas, and was tagged by a 
greeting card bearing the slogan, "L- 
S&S takes the gamble out of your ad- 
vertising dollar." 

Thisa 'n' data: The R. T. O'Con- 
nel Co., New York, has signed a 
"working agreement" with The 
Gardner Co., of the same citv, and 
will move to the latter's building at 
50 East 42nd Street, maintaining a 
separate suits of offices . . . Harry 
Chesley Jr., D'Arcy president, is the 
first agency head in St. Louis to serve 

as general chairman of the Lnited using Life's own language on tv r 
Fund campaign. 


They were elected v.p.'e: Richard 
Mercer, Harold Longman, and 
E. E. Norris, at BBDO . . . Michael 
Barnett, at DCS&S . . . William 
Ballard, Brantz Bryan and James 
Kavanagh, at Ted Bates . . . Henry 
Caldera, at Lennen & Newell . . . 
Ralph Selden and D. Edward Ric- 
chiuto, at Hicks & Greist, New York 
. . . Clair Gross, at Bozell & Jacobs, 
Omaha . . . Henry Soskin, at Wil- 
liams & London Advertising. New- 
ark . . . James Jackson, William 
Mathews, Joseph Neall and Ed- 
ward Simon, at Ross Roy. Detroit 
. . . James Rahders and Thomas 
Kilbride, at Knox Reeves, Minne- 
apolis . . . Richard Simpson, to 
v. p. and merchandising department 
director at Y&R's Chicago office . . . 
Len Carey, to executive v.p. of C. J. 
LaRoche & Co. . . . Joseph Stodola, 
to senior v.p. and member of the ex- 
ecutive committee of Klau-Van Pieter- 
som-Dunlap, Milwaukee. 

Add to admen on the move: 
Robert Stafford, elected president 
of Knox Reeves, Minneapolis . . . 
John Egan joins Doyle Dane Bern- 
bach as director of tv and radio pro- 
graming . . . Ann Smith, to media 
director of Farson. Huff & Northlich, 
Cincinnati . . . C. Bruse Hardy, to 
associate media director of Meldrum 
& Fewsmith, Cleveland . . . Moe 
Ranney, to director of marketing at 
Carr Liggett Advertising, Cleveland 
. . . Richard Lane, to mid-West 
agencv sales manager for the Ameri- 
can Research Bureau . . . Godfrey 
Cobliner, to the research depart- 
ment of K&E . . . Vincent Daraio. 
to account executive at Hicks & 
Greist, New York . . . Henry Koz- 
lowski, to account executive at 
Baker/Johnson & Dickinson, Milwau- 


One of advertising's most re- 
spected marketing researchers 
has taken a hard swipe at Life's 
recent article on tv ratings. 

Dr. Darrell B. Lucas, BBDO con- 
sultant and marketing department 
chairman at New York University, 
turned the tables on magazines by 


He said magazines also 1 1 i male 
nationwide ratings with a sampl 
(2) frequently disagree on audienc 
figures, (3) do not measure the au'l 
ence's quality of enjoyment, <4i ar 
hurt by misuse of audience figure 
and (5 1 benefit from Buyers wl 
consider numbers the be-all and en 
all of performances. 

Lucas addressed an AMA meeti 
in New York this week. The meeti 
was concerned with magazine ad e 
posure figures and was also address 
by Joel Harnett, assistant to the pu 
lisher of Look. 

They've applied for membership!/ 
in the Association of MaximunJ 
Service Telecasters : 

KSTP-TV. Minneapolis -St. Pau 
KHQ-TV, Spokane: KXLY-TY. Spot 
kane; KERO-TV, Bakersfield. Ca 
KXTV, Sacramento: KTVU. Sa 
Francisco-Oakland; WWTV, Cadillac 
Mich. ; WTOM-TV. Cheboygan, Mich.) 
and WVAR. Phoenix-Mesa. Ariz 



The large potentials of licensing 
merchandising for tv film serie^ 
have been demonstrated again by| 
Ziv's Bat Masterson. 

Retail merchandise bearing the Bak 
Masterson imprint had reportedly toJ 
taled $4 million in value by the enq 
of 1959. 

Licensed items include a Dell com 
ics series, a Columbia Features comi< 
strip, Arlington hats. Carnell cane^ 
Colorforms, Atlas dungarees, Fabil 
ties and belts, John Henry handcuff 
clothing by Kaynee and Pilgrim T- 

Franchise for the series is held bl 
NBC Merchandising division. 

Trade Note: The question of how 
many commercials should go into a 
station break was debated at a RTE") 
luncheon in New York this week. 

H. P. Lasker, Crosley Broadcas - 
ing sales v.p., argued that there migl t 
be room for more spots within ne -< 
work and local breaks; William E.| 
"Pete" Matthews, media v.p. rfi 
Y&R, took the position that the pul - 
lie interests prohibit loosening cf] 
codes on multiple spotting. 


SPONSOR • 16 JANUARY 196<'| 

re the a: 




:*lhep i 


market on the move TAIVIPA- 


Tampa-located, the Electric Steel Mill Division 
of Florida Steel Corporation typifies the mush- 
rooming industries in a dynamic market. 

This rich, booming market is dominated by 
WTVT, the station on the move — your most 
profitable buy in the entire Southeast! 


4-8.6%... Late st ARB 

Check the Top 50 Shows! 


WTVT 37 WTVT 38 

Station B 9 Station B 10 

Station C 4 Station C 2 

Station on the move 


Channel 13 


THE WKY TELEVISION SYSTEM, INC. WKY-TV/WKY-RADIO Oklahoma City Represented by the Katz Agency 



Sales: Crosby Brown"? } on Asked 
For It to \WBQ. Chicago: KTVU, 
Oakland: K.I OP, Los Angeles . . . 
MCA's Paramount features sold to 
W Ml T\ . Cedar Rapids: KHOL -TV. 
Houston: KTLL-TY. Tulsa: WHO 
TV. Des Moines: and KDAL-TY. Du- 
luth . . . Javark Films feature pack- 
age to WCBS-TY. New York: KMOX- 
TV. St. Louis: KXXT. Los Angeles: 
WBBM-TV. Chicago: WC Al -TV. 
Philadelphia: CKLW-TV, Windsor: 
KLIX-TV. Twin Falls: KXLY-TV. 
Spokane: WDAF-TY. Kansas Citv: 
KX DO-TV. Yakima: KCRA-TY. Sac- 
ramento: KBTV. Denver: KFMB-TV. 
San Diego: KIRO-TV. Seattle: 
WAGA-TV. Atlanta: WDSU-TV. New 
Orleans: WFAA-TY. Dallas: WFGA- 
TV. Jacksonville: WHBQ-TV. Mem- 
phis: WHDH-TV. Boston: WBRC- 
TV. Birmingham; WITI-TV. Milwau- 
kee: WJW-TV. Cleveland, and WTAE. 

Renewals: Third vear renewals for 
Ziv's Sea Hunt have reportedlv reached 
121 markets, including following ad- 
vertisers and stations: Standard Oil 
of California on K\ AL-T\ . Eugene: 
KSBW-TV. Salinas: Standard Oil of 
Indiana on \X KZO-T\ . Kalamazoo: 
Haroer Plumbing and Schlitz Brew- 
ing on WDBO-TV. Orlando: L&M on 
WKZO-TV, Kalamazoo and WHAS- 
T\ . Louisville: Sterling Brewerv on 
^HAS-TV. Louisville: Armour on 
WKY-TV. Oklahoma Citv: Howard- 
Griffin on KXOE-TV. Monroe, and 
stations WXEM-TV. Bav Citv: 
WRAL-TV. Raleigh: WSPD-TV. To- 
ledo: WIBR-TV. Knoxville: KT-M- 
TV. El Paso: WTRF-TV. Wheeling 
and W ALA-TV. Mobile . . . Ziv's 
Bold I'enture sold to WPIX. New 

Other sales: CBS Newsfilm sold to 
ZBM-TV, Hamilton. Bermuda: 
WFLA-TY. Tampa, and KNOETV, 

Commercials: Bob Me Call on 

named a staff director of Robert Law- 
rence Productions . . . Radio Record- 
era promoted Harry L. Bryant to 
executive vice president, Felix D. 
\dain- as executive sales v. p.. Ernest 
F. Dummel to studio v. p.. Richard 
Sext} to sales \.p. and Arthur Par- 
tridge to engineering v. p. . . . Frank 
R. Stephan elected Detroit ^ .p. for 
\ an Praas Productions. 


Strictly personnel: Stanley Dud- 
leson named syndication sales man- 
ager of Screen Gems . . . Sidney 
Kramer elected foreign sales v. p. of 


Frank Stanton went on another 
gambit this week: he asked tv 
critics to aid him in determining 
what's best for tv. 

The project is Stanton's own. His 
w ire to the reviewers was mainly this : 
\^ hat do vou think were the best 10 
telecasts in 1959? 

Asked for what he had in mind: 
The views of people who watch tv 
with a critical eye might give him 
some tips for inside discussion on 

NBC TV has a new plan for en- 
abling its affiliates to preview all 
new program series planned for 
NBC presentation. 

It calls for previews to be carried 
to all interconnected XBC TV Affili- 
ates bv closed circuit on regular net- 
work lines. Special screening for 
filmed shows will also be held for 
affiliate managers when thev are in 
New \ ork. 

CBS TV has been doing this 
for some time. 

Network sales: Renault will be- 
come co-sponsor of CBS TV's Mark- 
ham, which will be shifted. 28 Janu- 
ary, to the 9:30-10 p.m. spot on 
Thursdays . . . Peter Pan Founda- 
tions i Ben Sackheim i is entering 
the network tv field via a 13-week 
purchase calling for co-sponsorship 
three times a week of Who Do ] on 
Trust, on ABC TV . . . Phillies 
Cigars i \^ ermen & Schorr i . as part 
of its vear-round sports package, will 
sponsor half of each of the seven 
Pacing From Hiahah telecasts on 
XBC TV Saturdays . . . Pharma- 
ceuticals Parkson. is sponsoring 
Person-to-Person on CBS T\ every- 
week until the end of March. 

Network affiliation and disaffilia- 
tion: KSUB. Cedar City. Utah, re- 
ioins CBS Radio this week . . . 
WOGA, Chattanooga, will not re- 
new the Mutual contract, held bv 
the former licensee? Y5 AGC. which 

expires 28 February. Station will g. 
independent with a music and new 

Thisa 'n* data : CBS, for the fourtl 
consecutive year, is entering its fel 
lowship program, awarding eig 
"CBS Foundation News and Publii 
Affairs Fellowships to applicants U 
attend Columbia L niversitv for thl 
academic vear beginning September 
1960 . . ABC TV and CBS T 
have signed for ARB's 1960 Co* 
erage Study which analyzes all cou 
ties" reception station-by-station . . 
The Hockey Game of the Week ret 
turned to CBS TV last week for if 
fourth season, to run through 
March on Saturdav afternoons. 

Network personnel news: Lesteij 
Bernstein, elected v. p.. corporate af-j 
fairs, for XBC . . . W. Thomas Daw- 
son, to v.p. in charge of advertising 
and promotion for CBS Radio . 
Alfred Schneider, to v.p. in charge) 
of administration for ABC TV . . I 
Alfred Beekman. to v.p. in charge! 
of ABC s X^ ashington. D. C. office . . J 
Robert Coe, appointed director ol 
station relations for ABC T\ . . . 
John Cimperman, named director, 
practices. XBC . . . Charles Hender- 
son, to manager, press relations, and! 
Cornelius Sullivan, to manager.} 
administration and services, in the 
XBC press and publicity department 
. . . Van Patrick, to sports director 
of Mutual . . . King Horton. to ac- 
count executive at ABC TV . . I 
B. P. Timothy, to account execu- 
tive at Mutual. 

Ideas at work: 

• On the public service front : J 
WMCA, New York, presented this! 
week the first in a two-part program I 
dubbed We Accuse — an original 
script dramatizing the Mack Charle- 
Parker lynching. The second "ex- 
plosive" documentary will be aired 
20 January. Incidentally. WMCA is j 
distributing daily, to restaurant- | 
along the Madison Avenue area, a 
'Xoon Time News sheet, placed or 
each table for busy luncheon guest- I 
to glance at. 

• How they're helping the 
March of Dimes campaign: 


16 JANUARY I960 


feature film audience 
in Providence 

with the 
hottest exclusives in filmdom! 

Shirley Temple, Danny Kaye, 
Martin & Lewis, Tarzan — exclu- 
sives with WJAR-TV in Provi- 
dence! 460 top-drawer features 
from Hollywood's 9 biggest studios 
just added to the largest film library 


in the market! Station personality, 
Jay Kroll — "Mister Movie" to 'his 
New England viewers! Not 2, but 7 
great nighttime features per week! 
All on the station that pioneered 
movie programming! 



( Edward I Petry & I Co., Inc.) 


• 16 JANUARY 1960 


WBl I). Trenton, Y J., kicked-ofl 

the promotion with a six-day, 108 
hours broadcast from a downtown 
Btore window . . . WWDC, Washing- 
ton. D. C, is putting its dollar game 
lo work for the campaign. For each 
winner during this month I with 
amounts in the "identify the bill 
numbers" game ranging from 825 to 
81. 000 I. station will present a dupli- 
cate cash award to the local March 
of Dimes' chapter. 

Station acquisition: KPAM & 
KPFM. Portland. Ore., to Kern-Air, 
Inc.. a William E. Boeing, Jr., enter- 
prise, for 8200,000. Boeing also owns 
KIDO. Boise; KEDO, Longview. 
Wash.: and KETO-FM, Seattle. Sale 
brokered by Edwin Tornberg & Co. 

Call letter change: KOWH. Oma- 
ha, to KMEO. Effective with the 
change is a switch to a "good music" 

Out-of-home listening continues 
on the upgrade: During the sum- 
mer of '59, out-of-home listening add- 
ed 30.5% to in-home listening, ac- 
cording to a 29-market survey bv 
Pulse. This compares with 28.3 °7c 
in the previous summer and 25.7% 
in 1957. 

Station staffers: H. Shelton Earp, 

appointed general manager of WW IN, 
Baltimore . . . Walter Patterson, 
elected executive v.p. and Walter 
Briggs, Jr., John Carroll and 
Charles Sitta, to v.p.'s of the Knorr 
Broadcasting Corp. . . . Shel Singer, 
to station manager of KRDO. Colora- 
do Springs . . . Stanley Edwards, 
to station manager of WTRY, Albany- 
Schenectad\-Troy . . . Hillis Bell, 
named sales manager of KIOA, Des 
Moines . . . Henry Franz, to sales 
manager of WFBM. Indianapolis . . . 
Dan Danford. to regional sales 
manager and Bill McRevnolds, re- 
tail sales manager of KCMO. Kansas 
Cit) . . . Martin Rose, to assistant 
station manager of WPTR. Albanv- 

Add to station staffers: 

Dale Woods, to regional manager 
in RAB's member service department 
. . . Bentley Steelier, to regional 
sales manager of WEBB. Baltimore 
. . . Charles Crawford, to director 
of the sales development and promo- 

tion department at \\ TOP, Washing- 
ton, D. C. . . . John Murray, Jr., to 
national promotion director for the 
Trigg-Vaughn radio stations . . . 
Robert Scott, to account executive 
at WCOL, Columbus, Ohio . . . Lou 
Silverstein, chosen as general sales 
manager for KRLA, Los Angeles . . . 
Warren Maus, to account executive 
at KRIZ, Phoenix . . . Five appoint- 
ments at WBBM, Chicago: Gerald 
Popper, to radio sales promotion 
manager; Ben Larson, news direc- 
tor; Hugh Hill, special events direc- 
tor; Len Schlosser, public affairs 
director; and Henry Roepken, 
press information director. 


WPRO-TV, Providence, R. I., is 
now airing a campaign designed 
to offset criticisms leveled at tv's 

The station, via its promotion spot 
availabilities, is reminding viewers of 
the benefits they enjoy from tv in gen- 
eral, and from WPRO-TV in particu- 

Another phase of this "prestige 
campaign' was in the form of a half- 
hour program, telecast six times over 
the New Year's weekend. Written and 
produced by the station's public serv- 
ice director, and dubbed 18 Hours A 
Day, the program described the ac- 
tivities which make up a typical tele- 
casting day. 

WXYZ-TV, Detroit, launched this 
week a regular dailv schedule of 
"Dual Tv." 

This is a new form of videocasting 
which beams two programs on the 
same screen at the same time — 

in this case a show dubbed Funeivs, 
which is slated to appeal to children 
via cartoons and comedies, with au- 
dio, and adults via headline news 
along with the correct time and 
weather reports. 

Scheduled for Mondays through 
Fridavs. 7-7:30 a.m., Funeivs has as a 
full sponsor for 39-weeks Awrey 
Bakeries of Detroit, out of Zim- 
mer, Keller & Calvert. 

Ideas at work: 

• Brave new world: Viewers of 
the Big Movie on WBZ-TV, Boston, 
are being asked to write, in 50-words 

or less, the answer to this questio' I 
"If you were a volunteer passenger ( 
the first rocket to the moon wh 
three books would you take with yc 
as aids in starting a new civilization 
This "Operation Moon" competiti 
will award 12 prizes valued at 85,0 
to the best entries. 

• What is 'Slap-Stilt': Two d 
en toys and 10 one-minute announc 
ments created one of the most su 
cessful promotions on WKTV, Fti< 
Rome. The idea: station secured 1 
"Slap-Stiks" from a toy company U 
a minor promotional gimmick on i| 
weekday morning Cartoon Time pr< 
gram, inviting youngsters to ent^ 
their name in a drawing for then 
More than 1,000 cards were receives 
refore the 10 announcements wer 
scheduled, plus the same amount c 
phone calls asking where the toi 
could be purchased. The end resu 
was the signing up of one of Utica 1 
leading toy stores as sponsor of j 
special children's show for severl 

Thisa n' data: WSLS-AM-t* 

Roanoke. \ a., took a full-page ad i: 
the Roanoke Times last week to re 
affirm the station's "honest belief thg 
broadcasters in the area are holdinj 
on to these basic values — honesty, in 
tesritv and truths." . . . WFAA-AM 
TV, Dallas, has signed contracts f»| 
the construction of S2 million fa) 
cilities, completion of which is schei 
uled by February. 1961 . . . TvB wil 
feature two film presentations at tl 
43rd annual Automobile Dealen 
Association convention in Washin 
ton. D. C, 1-3 Februarv. The first ii 
"Oldsothon" telling the storv of i 
Lubbock. Tex., dealers successful 
marathon sponsorship, and the sec 
ond is a composite of outstandirg 
auto tv commercials. 

On the personnel front : Roben 
Schultis, to sales manager of WDSl j 
TV, New Orleans . . . Norman Gray, 
ppDointed local sales manaser oj 
KXTV. Sacramento . . . Waltci 
Branson, to v.p. of TV Stations 
Inc. . . . Joseph Sinclair, electee 
v.p. of The Outlet Co. . . . Henri 
Schaefer, to business manager an; 
William Garry, to director of tb< 
public affairs department at 'u BB1\ 
TV, Chicago . . . Karen Rohwej 
to promotion manager of KMSP-TN 
Minneapolis -St. Pau' . . . Jud 



16 JANUARY 196 ) 


jler, to director of sales promo- 
activities and Thomas Stanton 
James McGraw to account ex- 

tives at KMOX-TV, St. Louis. 


- si ■ 


rling B. Beeson, after 19 
jrs with the firm, has resigned 
president of Headley-Reed. 

The personnel moves resulting 
m this development: John Wrath, 
cutive v.p. in Chicago, comes to 
w York as president; Bill Shaw 
\s from St. Louis to manager of 
Chicago office and Earl Gallagher 
I r , es over Shaw's previous post. 

flick o 

i Time 

to a 

re receii 




p appointments: WJIM, Lans- 

i to Jack Masla & Co WALB- 

(t-TV, Albany, Ga., to Venard, 
ntoul & McConnell . . . WNHC, 
W Haven and WPTR, Albany- 
henectady-Troy, for New England 
presentation, to Foster & Creed, 

! * 

m branch office : The Branham 

!>. next month opens its Minneaoo- 
.: office in the Northwestern Bank 
lilding. Robert Brockman will 
.anage the radio and tv operation 

' yi ere. 

of*. :j 


■ u * ep appointments — personnel : 

iobert Hutton to v.p. of Edward 

ptry & Co. . . . Max Friedman, to 

1. stern sales manager of H-R Reps, 

I'ic. . . . John Wade, named director 

research for radio and tv and 

arold Altura, to the sales promo- 

bn department at Averv-Knodel . . . 

obert Stuart, to manager of the 

larke Brown Co.'s New Orleans office 

• . Tom Buchanan, from N. Y. 

Bee of Everett-McKinev. to manager 

f the Chicaao office. ^ 




(Continued from page 53) 

rating service uses a different method 
of sample selection, but the principle 
involved is essentially the same for 
all — selection of a sample of popula- 
tion that will effectively and within 
defined statistical limits represent the 
entire population under study. 

How large should the sample be 
and how should it be selected, is the 
problem. It must be recognized that 
sampling at best has inherent errors, 
but the errors are statistically defined 
and the qualified researcher does 
know the limits and reliability of 
figures so obtained. Obviously, the 
larger the sample, the greater the reli- 
ability. But it takes a fourfold in- 
crease in sample size to double the 

As a compromise on costs, service, 
and somewhat lessened accuracy, the 
rating services have, with industry 
agreement, modified the size of 
sample and the techniques to come up 
with an effective statistical accuracy, 
a much faster service and at much 
more moderate costs. 

Rating information is available on 
a continuing basis and it must be 
studied, to make the most sense, on 
a trend basis. Considered that way, 
we have in effect a larger sample 
while maintaining the moderate cost. 
Certain misuses cloud the accuracy, 
of course, but by and large, rating 
services are using the most modern, 
efficient techniques of sampling under 
the constant supervision not only of 
their own competitors but all their 

While we continue to find fault 
with one service or another on minor 
points, I do believe with fewer excep- 
tions we are getting what we pay 
for. #> 



Advertising time salesman desirous of permanent connection 
in Metropolitan area with station or representative firm. 
Twelve years selling experience complemented with promotion 
and research background. Address Box 21 SPONSOR 

to whom 
this may 

After 19 Years 
I am no longer 
connected with 
Headley-Reed as 
President or in 
any other 
capacity. I leave 
with full respect 
and well wishes 
for this fine 

I am now 
available for 
another post. 

Sterling Beeson 
1 Abington Ave. 
Ardsley, N. Y. 
Owens 3-4475 


16 JANUARY 1960 


(( ontinued from j>age 39) 

The >ear 1950 saw sonw A tv 

network programing devoted to crime 
slio\\>. But SPONSOR noted these 
straws in the wind: Rumblings by 
some stations that the\ would refuse 
the gorier examples: exposure of tv 
viewers to a spate of western movies 
was leading such stars as Gene Autry. 
Ko\ Rogi re, Bill Boyd to film a series 
for tv in order to cash in financially 
on the current craze. And. in the 
classic cliff hanger of the year, spon- 
SOR said in December 1950: "Tele- 
vision sponsors are discovering that 
quiz shows go big visually. Tvpes 
that get best viewer reaction still not 
fully known, but manv stations now 
experimenting. . . 

Other programing trends: NBC TV 
went into the comedy-variety field 
with both feet in the fall of 1950. A 
two-and-a-half hour block on Satur- 
day night called for 60 minutes of 
stand-up comedy by Jack Carter, fol- 
lowed by a slick revue format with 
Sid Caesar and Imogene Coca. The 

same year NBC applied a similar idea 
to radio with The Big Show. Tallulah 
Bankheads 90-minute marathon. 

March 1950 saw the birth of na- 
tional tv ratings when the first nation- 
al Nielsen television report came out. 
Here's the coverage, registered by 
shows in that report, compared with 
their counterparts today: 

Milton Berle. who virtually owned 
Tuesday night, with his Texaco Star 
Theater was the No. 1. The show 
reached 3.277.000 homes, according 
to the first NTI. On 2 March. 1959. 
his 9 p.m. Kraft Music Hall reached 
8.932.000 homes. 

Ed Sullivan's Toast of the Town 
registered 1.985.000 tv homes, com- 
pared to 10.369.000 recorded for the 
same Sunday 8 p.m. time slot 1 De- 
cember 1959. 

General Mills" Lone Ranger. No. 7 
show and granddaddv of todays 
western crop, reached 1.828.000 
homes in March 1950. Gunsmoke. 
registered 17.133.000 homes 1 De- 
cember 1959. ^ 






— •—-*yv j K ->*>»> 



(embracing industrial, progressive North Louisiana, South Arkansas, 
West Mississippi) 


Population 1,520,100 Drug Sales $ 40,355,000 

Households 423,600 Automotive Sales $ 299,539,000 

Consumer Spendable Income General Merchandise $ 148,789,000 

$1,761,169,000 Total Retail Sales $1,286,255,000 
Food Sales $ 300.486.000 


According to April 1959 ARB we average 78.5°o share of audience from Sign On 
to Sign Off 7 days a week. During 361 weekly quarter hours it runs 80°o to 
100°o, and for 278 weekly quarter hours 92° to 100V 


CBS • A B C 
A James A. Noe Station 

Channel 8 Represented by 

Monroe, Louisiana H-R Television, Inc. 

illf Mill. Division of Mohatco Industries, Inc.", Greenville, Mississippi, 
Manufacturers of the finest carpets and rugs. 



i Continued from page 41 I 

campaign, retailers received a 
flier — "Page i Shaw puts a "cr 
hither' look in the Ohio-Michigar 
market" — outlining details of the ] 
Christmas tv push. 

Right on the heels of these fle 
came promotional mailings from 
stations to retail drugstores. 

Trade advertising in sectional 
tail trade journals in Ohio and Mi. 
gan during October and Xovem 
also highlighted the tv promot 

This was the way Page i Shaw \m 
the groundwork for the 10 Octcbi) 
kickoff of their nine-week, six- i< 
schedule of 241 I.D.s. And here, ai 
cording to v. p. -sales manager La^ 
W. Fuller, are the results: 

• Thirteen additional wholesaled 
many in key markets where distriai 
tion was previously weak 

• Increased sales to existing wh' >1| 
salers ' f rom 30-75 r f over the sanj 
period in 1958 i 

• Broadened distribution of 
full line of assorted box chocolatd 
i Both wholesalers and retailers adclej 
items not previously stocked ' 

• Increased retail sales. Ra 
checks of control retail stores t:im 
week showed this picture: Columl iff 
reported an average increase in salqj 
of '2~ r "( : Cincinnati. 3'2 c c : Cleveland 
47%; Dayton. 29^c : Toledo. 37 '"el 
Detroit. 42*7. 

Even more important. Fuller savJ 
is the fact that wholesale sales hr.ri 
continued to climb since the close ofl 
the tv campaign a week prior tl 

While the tv test was underway 
the midwest, two week-long radi 
campaigns were conducted on \5 PE. 
in Philadelphia, again illustrating th 
dual male-female approach to selli:i| 
candv. For a week prior to Than.-.s 
giving, afternoon minutes pitch: 
after-dinner and hostess uses of can 
dv. For a week prior to Christm. 
earlv morning 30s were aimed at men 

Page & Shaw's pre-Valentine pusl 
will incorporate elements of 1" a 
campaigns, that is a minimum seta 1 
ule of prime time I.D."s on tv. eail? 
a.m. spots on radio — backed by pie i 
tv of promotion to the trade. 


16 JANUAIW 19t-0 



of til 



nlinued from page 44) 

some broken field running when 
d copy changes were needed," 
s Hoyt a.e. Gus Bruggemann. 
so, we found that the combination 
ecorded jingle and live copy de- 
red by a local personality known 
the housewives was particularly 

he live copy boosted one or more 
le varieties — e.g. Mcintosh and 
Hand — or processed apples, i.e., 
ce. juice or cider. Conditions in 
m n market determined which copy 
8 used. Once "Mac's" were mov- 
I well, the copy support could be 
" len Ited to Cortland, or processed, etc. 
l °- t! l jjome minutes were devoted entirely 
live copy, and promoted all vari- 
iofe; fcs of apples, including processed. 
fe jese were used in conjunction with 
vspaper ads which ran simultane- 
ity and also covered the entire field. 
(The Growers Assn. and Hoyt place 
'isiderable emphasis on merchan- 
jing tie-ins with the radio advertis- 
k. Special efforts along these lines 
jnt into the November phase be- 
jse of the perennial apple sales 
imp that sets in at that time. Since 
s situation is blamed primarily on 
erchant disinterest after handling a 
jluge of apples in October, Hoyt ar- 
mjed an in-store display contest to 
jiip up enthusiasm among these all- 
iportant retailers. 
iiThe stations cooperated by inform- 
g storekeepers of how the display 
ntest was to be run and encourag- 
g them to enter. Some provided on- 
r interviews for officials of the prize- 
g stores. That the contest was 
hit despite its slump season timing 
as evidenced by the flood of display 
lotographs submitted to judges. 
These are stations which carried 
e Growers' spot campaign: WSYR 
id WHEN, Syracuse; WBEN and 
'GR, Buffalo; WHAM and WHEC, 
ochester; WNBF, Binghamton; 
7 HLD, Niagara Falls; WRUN, 
tica-Rome; WJTN. Jamestown; 
'ENY, Elmira; WHCU, Ithaca; 
'WNY, Watertown; WUSJ Lock- 
jrt; WHDL. Olean; KDKA, Pitts- 
urgh; WBRE. Wilkes-Barre, and 
YW, Cleveland. ^ 




THE AMOUNT OF GOODS IT SELLS. And in Sacramento, KXOA sells more of every- 
thing, including tobacco, because it reaches, influences and appeals to more people. The 
unique KXOA "Sound" coupled with extensive news coverage and promotional activities 
has made KXOA the station in the prosperous Sacramento Valley. Rated first by Pulse* and 
Hooper*, KXOA sells more because it reaches and influences more people. 

KXOA — First in Sacramento, California's Capital 

Affiliated with KAGO (formerly KFJI) Klamath Falls, Oregon. Rep. Paul H. Raymer Co. 

*Pulse— Oct. '59. Hooper— Sept.-Oct. '59. 




While serving a single 
station market, WTHI-TV 
fulfills its public service re- 
sponsibilities in a way that 
has gained for it the appre- 
ciation and support of its 
entire viewing area ... a cir- 
cumstance that must be re- 
flected in audience response 
to advertising carried. 

Five full ]/ 2 hours of local 
public service program- 
ing each week. 




■•icmaliy by Boiling Co. 


Tv and radio 


Art Breider joins sponsor magazin 
New York sales manager. Previously v 
MGM-TV as sales manager of the ceni 
division, he has also been associated \ 
Ziv Television Program as account exd 
tive west of the New York area, Can 
Dry Bottling Co., as sales manager 
Pepsi-Cola as a field representative. Brei 
attended Syracuse U., was navigator b 
hardier in the Air Corps. Willard Dougherty, formerly with W, 
TV, will be territorial sales manager, headquartering in Clevela 

Edward Kenef ick has been appointed gen- 
eral sales manager of WBBM-TV, Chicago. 
He comes to the station from WCBS-TV, 
New York, where he served on the account 
executive staff. Prior to that, he was with 
NBC Spot Sales as acct. exec, George P. 
Hollingberv. station representatives and, 
for three years, with the F.B.I, as a special 
agent. Kenefick's sales career began with 
the Alexander Hamilton Institute. He is a U. 

of Notre Dame 

ate and has been head football coach at two high schools 



n Joseph M. Seiferth, 30-year radio/tv \j 

eran, has been named director of promoti 
and publicity for WDSU-TV, New Orleai 
Immediately following his graduation f r< 
Tulane U„ Seiferth joined NBC's exp:-i 
mental station in N. Y., W2XBS. Later, 
served as audience promotion manager i 
ABC, director-producer for WABD. \. ' 
v.p.. Liberty Broadcasting System, exec 
rector, Chicago I nlimited and advertising director for Emil Mog 
Seiferth is a former N.Y.U. instructor of Tv Programing-Promoti< 1 

Richard C. Arbuckle, has been elected 

vice president of Robert Eastman & Co.. 

Inc., national radio representatives in New 

York. Arbuckle has been with Eastman as 

v.p. and midwest sales manager as well as 

manager of the Chicago office, since the 

company's establishment in June, 1958. 

Earlier he was with NBC Spot Sales as 

manager of the central division in Chicago 

and account executive in New York, and with McGraw Hill Pu 

lishin£ Co.. as assistant district manager of electrical merchandising 


16 JANUARY 19 


KCMO has the "knows" for news 

There's this about news: you have to 
get it in before you get it out. KCMO 
is long on what it takes for both. 

Getting it in: KCMO's staff of ten- 
career journalists has the "knows" of 
experience. KCMO cruiser units give 
on-the-spot coverage of local and near- 
by events. "Operation Skywatch" re- 

ports from our aircraft on happenings 
below. News in the making around the 
world comes in through A. P., Photo- 
fax, and CBS Newsreel. 

Getting it out: from Broadcasting 
House and the tall, tall tower, KCMO- 
TV blankets Mid-America. KCMO- 
Radio keeps a four-state area up to the 
minute on doings everywhere. 

.// SEAL 


Among the top news awards we have won: National Association of 
Radio News Directors' Distinguished Achievement Award; the Sigma 
Delta Chi Award: Medill School of Journalism Award — plus the 
award of a loyal following that makes a great audience for the 

fe3l KCMO • Television . Radio / Kansas City, Mo. 

The Tall Tower at 
Broadcasting House 

CBS Radio and TV 


Represented nationally by Katz Agency 

Meredith stations are affiliated with BETTER 

E. K. Hartenbower, Vice President and General Manager 
R. W . Evans. Station Manager — Radio 
Sid Tremble. Station Manager — TV 

jrank talk to buyers of 
air media facilities 

The seller's viewpoint 

Is your agency as familiar as it should be with the details of film commercial 
productions Wade Barnes, general sales manager. Bonded 77 Film Service, 
notes that too many agencymen hurt themselves and their clients because they 
just don't understand the production intricacies of the film commercial busi- 
ness. Here. Barnes presents a fascinating rundown which, we feel, will prove a 
valuable guide to the film commercial process and offer your clients more 
service. Have you any comments? Send them to "The Seller's J iewpoint." 


Whenever an ad agency buys commercial films for tele- 
vision for the first time, there is a tendency to underesti- 
mate the details of production and the details of after- 
production. As one client said recently. "^ e'll shoot the 
film commercial on Tuesday and play it on Wednesday. 
Or as another said. "While you're editing the film, have 
the laboratory print another copy. 

There seems to be a lack of understanding in some areas 
as to what is needed to make film commercials. There are 
some people who think it is far more simple than it is. and 
others who are completely mystified. It is for these people 
that this little piece is being written, with apologies to those 
who are experts in the field. 

Brieflv. once the producer is set on the script, sets, actors 
and sounds, the commercial is shot, preferably on 35 mm 
film. The original negative material is developed and 
prints are made of each shot. From these prints i or takes 
or rushes I the film editor puts the basic spot together. He 
does the same with the sound track which is originally re- 
corded on magnetic tape. If special effects (sometimes 
called opticals as well i are to be used, these are shot on 
other negatives. Then from the edited work prints, the 
negatives are edited. This means, too. that when using spe- 
cial effects there are several negatives with effects on them 
for the same spot 

From the edited negatives, master fine grain pictures are 
made. These are called Fine Grains for opticals and from 
them the finished optical negative is made. It is this nega- 
tive that is used for all subsequent release printing. From 
a master mixed magnetic track a negative optical track is 
also made. 

\fter the optical negative and optical sound track 

negative are made, a 35 mm composite fine grain positi 
picture i called the master fine grain i is made for prote 
tion purposes. 

From the 35 mm optical negative and track. 35 mm : 
lease prints and 16 mm reduction release prints can 
made. Sixteen millimeter contact prints have to be ma: 
from a 16 mm reduction negative which is made from t 
master fine grain positive, and the 16 mm negative track- 
made either by re-recording the magnetic track on to < 
mm negative track or by reducing the track from a 35 ml 
positive print of the track. 

\^ hen more than a hundred 16 mm prints are ne - 
it is faster and less expensive to have them printed . 
contact method than by reduction. To do this, two or mo 
reduction 16 mm negatives are made from the master fin 
grain and they are spliced together to form a loop on tli 
lab's printing machine. In reduction printing, each frani 
ha? to be printed separately. In contact printing the negj 
the and film stock are placed next to each other and * 
through the printing machine in a continuous movement. 

The question of whether reduction or contact printirj 
fur 16 mm is better i all 35 mm printing is contact t I leavl 
to the agency and the producer. When printing small quar 
tities of 16 mm prints, reduction printing is cheaper, be 
cause additional negatives are not necessary. However 
contact printing is cheaper for large quantities N nega 
the. 35 mm or 16 mm. should be used to make more tha: 
1 print- to maintain quality. 

The care that goes into the printing of release print 
should he just as great as that which went into the 
inal production, if you want quality prints for tv. ^ 



I ... 

IN INLAND CALIFORNIA (and western nevadai 






Here's news about a development that gives 
added strength to KBEE, the McClatchy Bee- 
line radio station in Modesto. KBEE is now a 
CBS affiliate. 

This means that the variety and style of CBS 
radio shows, including the renowned CBS news 
facilities, will be added to the diversified and 
successful McClatchy programs. This will pro- 
vide a balanced format that will 
attract an even wider circle of list- 
eners. Make sure they hear your 






16 JANUARY 1960 



How advertisers look attv programing 

So many witnesses have been appearing before the FCC 
hearings in Washington lately that it has been difficult to keep 
up with all the testimony. 

One important witness whose statements have not been 
fully reported in the public press was Peter W. Allport, 
spokesman for the ANA, who took the stand last week. 

Because the ANA represents 93 of the nation's top 100 
advertisers and nearly all of the top tv users, Allport's testi- 
mony has particular significance. 

He said in part, ". . . the ANA recognizes clearly that the 
fundamental responsibility on what is transmitted to the pub- 
lic rests with the licensee . . . However, it is also the conviction 
of the board of directors of the ANA that the advertiser who 
so wishes should not be barred — through legislation or regula- 
tion — from participating in the selsction and production of tv 
programs he wishes to sponsor." 

'"To remain and grow as an effective communications and 
entertainment medium, the tv industry must remain finan- 
cially sound. At present all of the revenue supporting tv 
comes from advertisers. But in return for their financial in- 
vestment in tv, advertiszrs must be reasonably sure of com- 
mensurate value. 

"In this connection, if many advertisers were denied the 
right to participate in the selection of program material and 
if, furthermore, they could not be identified with the particu- 
lar program of their choice, they could not justify, for simple 
economic reasons, their present investment in tv. 

"We in ANA believe strongly that the public's best interest 
can be served only if advertisers are free to compete for bet- 
ter programing. Continuing improvement in programing is de- 
pendent primarily on the democratic process of competition 
between stations and their networks and between advertisers." 

The Allport statement should serve as a sober warning to 
certain station and network men who, in the present crisis, 
have tended to neglect or overlook the advertisers' viewpoint. 

this we fight FOR: Constant creative- 
ness, by stations, networks, agencies, advertisers 
a nil producers, to improve the quality of pro- 
grams and program schedules in tv and rad ; o. 


Realist: Dick Dudley, general ma 
ager of WSAU-TV, Wausau, Wi 
and an alumnus of Wisconsin, w 
watching the Rose Bowl game on I 
As Washington kept running over hi t 
alma mater, Dudley's groans of d 
tress filled the living room. Final 
his six-year-old daughter piped 
"Daddy, why don't you phone the s 
tion? Maybe they got on the wro 

Timely: Hy Gardner, in his sync 
cated newspaper column, suggests til 
title for a book— "I Was a Di: 
Jockey for The FBI." 

Dumbo: An agency tv produci 
needed for a tv commercial an el 
phant who would shake its head sid< 
ways on cue, went up to the Bron 
Zoo and talked to the elephant keepe 

"Yes," said the keeper, "I can trai 
this fellow here to shake his head. 
He indicated a huge, stolid-lookin 
bull elephant standing nearby. 

"Okay," said the agencyman. "I 
have a location crew up tomorrow 

"Not tomorrow," said the keepel 
"To teach this elephant to shake hi 
head will take at least eight weeks, 
know. I've handled elephants all m 
life — both here and in India." 

"I can't wait eight weeks," said th 
adman. "We're in a hurry for thi 

A park attendant who had ovei 
heard the conversation spoke up. 
can make this elephant shake his heal 
on cue," he said. 

"Impossible," said the keeper 

"Let him try," said the adman 
"We've got to shoot this commercial' 

The park attendant walked aroun 
behind the elephant and, with hi 
spear-like paper-picker, jabbed tin 
e'ephant in a more sensitive part oi 
the posterior. Then he walked aroun 
to the front end of the elephant an 
whispered in his ear. 

The elephant shook his head. 

"That's exactly it," cried the adj 

"How did you do it?" asked tl a 

"Well, you saw what I did," tie 
park attendant said. 

"Sure, sure," the keeper said. "Bu8 
what did you say to the elephant? 1 

Said the park attendant, "I ju-t 
asked him should I do it again?" 



16 JANUARY 1961 


STEINMAN STATION • Clair McCollough, Pres. 


Lancaster, Pa. 

NBC and CBS 

Representative: The MEEKER Company. Inc. New York • Chicago . Los Angeles • San Francisco 

rl'/omentd of 


. . . WITH MORE 

\nn c=) c<=£) ccz 

5,000 3J(time Wath 


Rwffittd by BTS 



Cleveland l^acii 






What factors determine a time-buying decision? Programming, power, ratings, eost-per-thous< 

— all are important. But . . . equally important is a station's stature in the eyes of I 


We can show you all the facts and figures. And we wish we could show you the reman I 

community acceptance as represented by the hundreds of letters received weekly sa. M . 

simply "thank you." 

^T* No 2 in Cleveland (NUmI 

Frederick Wolf, General Manager 


40* a copy • $8 a year 




et more mileage 
for your money . . . 


(each preferred in its market) 









ere there's 
torz Station 
there's audience 




today's Radio 
for today's selling 

Todd Storz, President 
Home Office: Omaha 

represented by John Blair & Co. 

WTIY rpnrPCPiitPri hv flriam Inr 


Convention coverage 
headaches have already 
begun for the networks 
and their advertisers 

Page 31 

Nighttime radio 
is showing 
comeback signs 

Page 34 

Who's who 
in media at 
the top ten 

Page 36 

semi-annual index 
-2nd half 1959 

Page 43 







The birth of a skyscraper. . . a vision 
soon to become reality. Here in the 
hands of one who possesses a quality touch 
every minute detail must be perfect 
before the first steel is formed - the 
first spade of earth turned. The 
same important attention to details, 
no matter how small, is also what 
provides that quality atmosphere in 
today's better television and radio 
station operations. 

lit i>rt «t /./ . </ h >/ 


RADIO abc/nbc • DALLAS I 

Serving the greater DALLAS-FORT WORTH market 

Edward Petry A Co.. Inc 

The Original Station Representative 

. . . when you buy the Shreveport market. 

Like every other business, television stations must build 

their own reputations to gain the respect and loyalty 

of their customers and the industry. Six years ago KSLA-TV 

started operations as Shreveport's first and only 

television station. Today it is still the No. 1 preference 

of viewers and advertisers alike. 

We like to feel that this is possible because of 

our strict adherence to good station practices . . . consistent, 

yet imaginative, programming . . . and loyalty 

to national and local advertisers who can depend on KSLA-TV 

to fulfill its obligations to both advertisers and viewers. 

This consistency PLUS dynamic ratings (and we have 'em) 

add up to KSLA-TV. Your Harrington, Righter 6- Parsons man 

has the complete story. Why not give him a call? 

shreveport, la. 



Mark this market 
on your list! 


... one of 








WSFA-TV has the TOP SHOWS in 
an area of over one million population. 
The April '59 AEB survey proves the 
dominance of WSFA-TV . . . 

Top 10 Shows 

WSFA-TV 9 90% 

Station "C" I 10% 

Top 15 Shows 

WSFA-TV 1 3 86% 

Station "C" 2 14% 

WSFA-TV placed five syndicated shows 
in the Top 30 while Station "C" placed 
none in the Top 50. A further indica- 
tion of WSFA-TV 's acceptance. 


Population 1,106,000 

Effective Buying Income $1,201,510,000 

Retail Sales 799,440,000 

Food Store Sales .... 217,402,000 

Drug Store Sales 23,964,000 

Automotive Sales 157,280,000 

Gasoline Service Station Sales 74,867,000 

Mark Central and South Alabama on 
your list . . . buy it with WSFA-TV! 

* Market area defined by Television Magazine, plus 6 
counties consistently proving regular reception. Does 
not include 3 Georgia and 3 Florida bonus counties. 

{Data from Salrt Managtmtnt Survry e/ Buying Powtr) 



Channel 12 NBC/ABC 




^'presented hy the Knlz Agency 

© Vol. 14, No. 4 • 23 JANUARY 196C I 




Here we go again boys 

3 X What networks are doing in the scramble to make political pacli 
tempting to sponsors; $6 million CBS-Westinghouse deal is only on<| 

Don't overlook nighttime radio 

34 There's a lot more activity in network, spot and local nighttime I 
than many people realize. Low costs, broad reach are spurring intfl 

Who's who in media at top 10 agencies 

36 Listing of media department execs in the 10 leading radio/tv agei 
which in '59 accounted for combined total of $841 million in air ni 

Farm radio gives boost to boots 

39 U.S. Rubber asks station farm directors to implement 23-market 1 
radio campaign for farm footwear; sets off spurt of new dealer accul 

Cold day in Canton as judge picks odd winner 

40 Here's an account of how radio station WAND, in Canton, 0., took ••JJ 
precautions to keep contest "unrigged": ended up getting shock of it-B 

World's best supermarket sell? 

40 Bert Maher, manager of Eavey's in Ft. Wayne, runs the biggest M 
supermarket in the world, grosses $13 million with tough tv selfl 

SPONSOR— The last half of 1959 

43 Issued semi-annually, this is the latest index of articles, case I 
tories and features published in sponsor during the past six m<>B 


52 Film-Scope 

26 49th and Madison 

60 News & Idea Wrap-Up 

6 Newsmaker of the Week 
60 Picture Wrap-Up 
68 Seller's Viewpoint 
56 Sponsor Asks 
20 Sponsor Backstage 

54 Sponsor Hears 

15 Sponsor-Scope 

70 Sponsor Speaks 

58 Spot Buys 

70 Ten-Second Spots 

25 Timebuyers at Work 

66 Tv and Radio Newsmaker-; 

51 Washington Week 

Member of Business Publications l-l-f. 1 

Audit of Circulations Inc. I "IMi 1 

SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation i 
Advertising Offices: 40 E. 49th St. (49 & Madison) New York 17, N. Y. Telephone: Ml i* 
Hill 8-2772. Chicago Office: 612 N. Michigan Ave. Phone: Superior 7-9863. Birming'i 
Office: Town House, Birmingham. Phone: FAirfax 4-6529. Los Angeles Office: 6087 Sunt 
Boulevard. Phone: Hollywood 4-8089. Printing Office: 3110 Elm Ave., Baltimore I 
Md. Subscriptions: U. S. $8 a year. Canada & ether Western Hemisphere Countries !'' 
year. Other Foreign countries $11 per year. Single copies 40c. Printed in U.S.A. Add* 
all correspondence to 40 E. 49th St., N. Y. 17, N. Y. MUrray Hill 8-2772. Published we« 
by SPONSOR Publications Inc. 2nd class postage paid at Baltimore, Md. 

©1960 s P < 

Publications Inc. 




Any way you look at it Ben 
in Detroit you know 
where you re going 
with WJBK-TV. 
They lead the 
market consistently. 


m • 


WJBK-TV gives you: 

• The CBS address for 1,900,000 homes. 

• 9 billion dollars of purchasing power. 

• The nation's fifth largest market. 

V\A J B K-T V call Katz 


a STORE R station 

National Sales Offices: 

625 Madison Ave.,N.Y. 22 • 230 N. Michigan Ave., Chicago 1 

23 JANUARY 1960 

IT'S POWERful ! 

Here's another 
Channel 2 special! 

It's the freezer buy 

of th< 


Bring the kayak paddle, we're 
headed for Channel 2 land. 

Actually, our signal is pretty 
spotty in the 49th state, but power- 
ful Channel 2 sure does an impressive 
job in Eastern Maine. 

And remember, a matching national 
spot buy on 6 in Portland gives you 
Maine's two major markets at a 

e your Weed TV man. 





WIBZ-TV, Bangor WCSH-TV, Portland 

WRDO Rodio, Augusta 
WLBZ Rodio. Bangor WCSH Rodio, Portland 


of the week 

The latest addition to Marion Harper's collection of "bet 
brains" that form the upper echelon of McCann-Erickst 
trill be Mat their "Joe" Culligan. uho becomes a director aj 
the agency on 1 March in charge of its advanced projectt 

The newsmaker: Matthew J. Culligan. better known 
Joe Culligan. one of the most colorful, most dvnamic and most e 
perienced figures in broadcasting. 

Even though his decision to join McCann-Erickson as a direct': 
of the company is in response to an offer first made one vear ago b| 
Marion Harper. Jr.. Culligan's move promises to open fresh homo:: 
for both broadcasting and advertising. 

As a general corporate execu- 
tive in charge of the agency's ad- 
vanced projects division. Culligan 
will have three areas of responsi- 
bility, with several others follow- 
ing shortly. 

He will be in charge of percep- 
tion laboratories doing basic pure 
research on how we perceive, he 
will explore how tv commercials 
can be made more effective, and 
he will also take over the agenc\ 's 
marketing communication labs. 

Culligan credited Marion Har- 
per with "bringing the concept of an open society into the agencw 

"American society has been most successful when it has been mostl 
adaptive." said Culligan. "and we have had most of our troubles 
when we tried to reduce the thing to formulas." 

He called Harpers collection of broadcasting advertisings bestj 
talents McCanns attempt to prepare for the unpredictable. He cite! 
Robert E. Healy. formerlv Colgate's ad manager, and Pat \\eave:,l 
ex-NBC chieftain, as examples of trade veterans who are now! 
McCann executives. 

Culligan was expected to get into at least three additional arc - 
McCann-Erickson activity in the near future: affiliate company re- 
lations, client problems and Operation Thrust — the agency's current 
grand strategy. 

NBC Radio executive v. p. since 1956. and an NBC executive com 
cil member. Culligan said he was leaving the radio network at NB< 
in the "best possible hands, and under a new format that should be 
good for another 10 year-. 

Prior to joining NBC. he was executive v.p. of John Sutherland 
Productions, a motion picture production company. 

Culligan. who is 41. resides now in Rye. New "\ ork. with his wife 
and four children. ^ 

Mattheu J. Culligan 

- iNSOE • 23 JANUARY I960 


5000 Watts 950 KC 



is pleased to announce 
the appointment of 

robert e. eastman & co., inc. 



robert e. eastman & co., 


representing major radio stations 


] 527 Madison Avenue 333 N. Michigan Ave. Russ Bldg. 

i New York 22, N.Y. Chicago, Illinois San Francisco, Cal. 

PLaza 9-7760 Financial 6-7640 YUkon 2-9760 


211 North Ervay Bldg. Syndicate Trust Bldg. Taft Building 

Dallas, Texas 915 Olive St. 1680 N. Vine St. 

Riverside 7-2417 St. Louis, Missouri Hollywood, Cal. 

CEntral 1-6055 Hollywood 4-7276 


Book Building 
Detroit, Mich. 
WOodward 5-5457 


23 JANUARY 1960 





is your 


You may never want to televise a flying carpet trip to the Tail 
Mahal. But whether you are producing a simple 20-second taped! 
commercial or a complex 90-minute drama, you can rely on! 
the facilities, engineers and technicians of CBS Television Pro-I 
duction Sales to do the job with imagination and economy. 

Back in 1956 we were the first to put video tape on the air 
and ever since we have been striving to add to its inherent ver-J 
satility and value. So far this effort has produced devices like j 
VideoScene. which created the illusion you see above, and the | 
Tape Transfer Process, which reproduces tape images on filrr 
with exacting fidelity. And indeed our video tape installations j 


; in New York and Television City, Hollywood, are notable for 

; having solved a wide variety of production problems. 

Among the facilities embraced by CBS Television Production 

| Sales are mobile tape units that have met the most demanding 
assignments— from on-the-spot news events to automobile road- 

i test commercials; ample television studio space on both coasts, 
and two Production Centers housing a complete range of pro- 
duction departments. Here you will find accomplished art and 
lighting directors, costume designers, set decorators and make- 
up artists; a vast assortment of stock scenery; two storehouses 
filled with props of every description; fully equipped carpentry. 

electrical and paint shops; a plastic vacuum machine to mold 
featherweight sets and props; a sorcerers collection of snow, 
rain. fire, explosive special effects: along with a stock of Zoom 
Keyers. Super Wipes, special lenses and projected effects that 
will add scope and excitement to your productions. 

Anyone with a video tape recorder can put pictures on tape. 
The trick is to do it skillfully all the way down the line. In es- 
sence, this is why some of the nation's leading advertisers now 
use our facilities to produce their programs and commercials. 


Sure Is A 

For CHANNEL 10 Rochester, New York 

According to The Latest Nielsen Report: 




of Rochester's 

TOP 12 


1. THE TEXAN 53.0 

2. GUNSMOKE 50.5 

3. HAVE GUN, WILL TRAVEL ... 50.0 


5. SEA HUNT 46.5 



9. PERRY MASON 43.2 

10. TIGHTROPE 42.5 

11. MR. LUCKY 41.3 


Afternoons and Evenings, when TV Audiences are 
Largest, CHANNEL 10's Share is 

56% Noon to 6:00 P.M. 
54% 6:00 P.M. to Midnight 

"10" Has The LARGEST Share-of-Audience 
Over-all, Sign-On To Sign-OFF! 

'Nielson 4-week Survey, Oct. 12 to Nov. 8. 19S9 








Bernard Piatt 

Executive Editor 

John E. McMillin 

News Editor 

Ben Bodec 

Managing Editor 

Florence B. Hamsher 

Special Projects Editor 

Alfred J. JatTe 

Senior Editors 

Jane Pinlcerton 
W. F. Miksch 

Midwest Editor (Chicago l 

Swen Smart 

Film Editor 

Heyward Ehrlich 

Associate Editors 

Pete Rankin 
Jack Lindrup 
Gloria F. Pilot 
Ben Seff 

Contributing Editor 

Joe Csida 

Art Editor 

Maury Kurtz 

Production Editor 

Lee St. John 

Readers' Service 

Lloyd Kaplan 

Editorial Research 

Barbara Wiggins 
Elaine Mann 


Sales Manager 

Arthur E. Breider 
Eastern Office 

Bernard Piatt 
Willard Dougherty 
Robert Brokaw 

Southern Manager 

Herb Martin 

Midwest Manager 

Roy Meachum 

Jane E. Perry 


Allen M. Greenberg, Manager 
Bill Oefelein 


S. T. Massimino, Assistant to Publisher 
Laura Oken, Accounting Manager 
George Becker; Rita Browning; 
Charles Eckert; Wilke Rich; Irene Sulzbach: 
Flora Tomadelli; Betty Tyler 



23 JANUARY 1960 

your be 



9 A. M. to 





Station B 





Station B 




Neilsen Sta. Index 
Nov. 2-29, 1959 



152,600 TV Homes 

20 Prosperous 

Counties and Parishes 




Beaumont- Port Arthur- Orange 


C. B. LOCKE, Executive Vice President 

& General Manager 

Sales & Operations Manager 

V^ ^y Peters-Griffin-Woodward, Inc. 



23 JANUARY 1960 









3-station market 







Out rates : 
Naked City 
Zane Grey 
Rescue 8 



2nd in 7-station man 

Out rates : 
MacKenzie's Raiders 
Jefferson Drum 
Dial 999 

Harbor Command 




MAY '59 




3-station market 

Outrates : 

Lawless Years 

MacKenzie's Raiders 


D.A.'s Man 

Walter Winchell File 








2-station market 

No. 1 syndicated show 


Sea Hunt 
Restless Gun 

MacKenzie's Raiders 
Wyatt Earp 











4-station market 


Naked City 

Father Knows Best 
U.S. Marshal 
Meet McGraw 







2-station market 

Outrates : 

Highway Patrol 
Sea Hunt 
Peter Gunn 
The Vikings 


in some markets, NEW YORK CONFIDENTIAL 
:ANNONBALL are now available through Arrow Product o> 
-realistically priced to meet your needs. Wire or phone to fc 

RCH '59 






APRIL '59 

JUNE '59 

JULY '59 1 




lOaO Rating 

•£Oil Rating 

IC Q 1 

Iviv Rating 

ini % 

■iR 1 !* 

Mn % 

■ UbI Share 

UU.U Share 


4-station market 

3-station market 

3-station market 

Outrates : 

Highway Patrol 
Union Pacific 
The Texan 
Rough Riders 


Restless Gun 
Highway Patrol 
Mike Hammer 
Tombstone Territory 


Naked City 

77 Sunset Strip 

Wyatt Earp 

Tombstone Territory 



l-.ation market 

h rates: 

k Hunt 
ii iway Patrol 
h cue 8 
lard Diamond 







station market 





;.lt .45 


lilip Marlowe 

Jath Valley Days 

chard Diamond 



New York audiences have learned to expect 
network quality entertainment every night on 
wpix-11. Advt rtisers know that of all seven New 
York stations only wpix offers so many oppor- 
tunities to place minute commercials 
in prinu < r< ning time in such net- 
work quality programming. This 
"quality compatibility" obviously 
best complements and supports your 
commercial messages. It's one of 

many reasons why wpix carries more minute j 
commercials from the top 25 national spot adver- | 
tisers than ay\y other New York TV station*. 
Where are your 60-second commercials tonight? 





york j 

The only New York independent qualified and I 
permitted to display the S'ational Association I 
of Broadcasters Seal of Good Practice 

'Broadcast Advertiser Report? 



23 JANUARY 19 



Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 


23 JANUARY I960 

C*pyrl|M IM« 



The eyebrow-lifter of the week, as far as reps were concerned : the bundle of 
free merchandising that the Watchmakers of Switzerland (C&W) wants from ra- 
dio stations in return for a 13-week schedule of 20 thirty-second announcements 
per week. 

Among the things the stations would be expected to furnish gratis: (1) a weekly con- 
test plus gift certificates for Swiss watches: (2) newspaper ads; (3) billboards; (4) 
streamers, countercards and entry blanks at jewelers and department stores; (5) grand 
prizes for the campaign's fadeout week. 

Reps were advised in a meeting at C&W last week that stations would have to stipu- 
late how much of this ballyhoo they were prepared to give before the agency went to work 
on compiling the station list. Schedule's intended starting date: 14 March. 

American Motors (Geyer, MM&B) will hit about 70 markets with a spot tv 
campaign of saturation dimensions in March. 

This will be in addition to the spot radio schedule it got moving in 85 markets this 

Air media might be wise to ponder a trend in food marketing that may have a 
lot to do with the advertiser's determining where to spend his money during the 
broadcast clock. 

The trend, as uncovered by various marketing studies: as a product gets closer to 
the meal stage it is the man of the household who controls the brand selection. 

In other words, he has a lot more to say about the choice of ready-to-serve or instant 
products than he did when ingredient-type foods easily dominated the shelves. 

Other factors of moment in this connection: (1) two-person households are increas- 
ing at a rapid pace; (2) the man now does as much shopping as the wife. 

The rush to buy spot tv was maintained at an even heavy pace through the 
third week of January. 

What with starting off the year with an unusually high rate of renewals, the medium 
— at least in the top markets — seems headed for another record quarter. 

Here's a partial rackup by cities of the past week's activities: 

NEW YORK: Ipana new product (DCSS) ; Consolidated Cigar (L&N) ; Decaf and 
Nestea (McCann) ; Socony (Compton) ; Beech-Nut Coffee (Hoyt). 

CHICAGO: Franco-American (Burnett): Revere Camera (KM&J) : Johnson's Klear 
(FCB); Simoniz (Y&R) ; P&G's Joy (Burnett i : Helene Curtis' Tender Touch (Weiss). 

MINNEAPOLIS: Minnesota M&M's Scotch Tape and Scotch Brite Scouring Pad I BB- 
DO) ; Wheaties (Knox Reeves) : Northrup Flower Seeds (BBDO) ; Mishawaka Rubber Shoes 

(For more details see SPOT BUYS, page 58.) 

Spot tv can look forward to a third year's campaign from the National Associ- 
ation of Insurance Agents (Doremus), effective in March. 

The dimensions of the next round : S800.000 in billings, which is 80% of the co-op 
•roup's budget; 185 stations, 20 more than the previous fiscal year. 

A poll among the participating agents d : sclosed that they prefer their tv be allied to 
news and sports and hence the new buys will be exclusively within those areas. 


23 JANUARY 1960 


SPONSOR-SCOPE continued 

\S hat might he interpreted as a case of fighting fire with fire: the marked dis-j 
position among tv stations to clear for the Mennen (Warwick & Legler) campaign, del 
le its several hiatuses. 

As one rep executive put it: "The network? aren't adamant ahont letting an ad- 
vertiser, both on nighttime spot carriers and daytime, move in and out. and. anv 
w a\ . if spot is truly flexible it must conform to the advertiser's requirements. 

The Mennen schedule, whose start was put oS from 18 January to 1 February. 
run in about 100 markets in -ix flisht-. with three hiatuses la week each i up to J 
layoff until October and then a hiatus between the October-November flights. 

Adjacency preferences: sports, news, weather. 

A delegation of ABC TV sales brass journeyed to Battle Creek this week to put 
in the finishing licks for that General Foods Post Division business now on CB* TV, 

Dissenting from the other GF agencies. Benton & Bowles has recommended that 
keep its nighttime fare and settle for the added discount CBS is proffering. 

Daytime spot tv seems to be holding its own quite well, judging from a crosscheck 
made by SPONSOR-SCOPE among reps this week. 

That's quite a different picture from the one given about daytime network tv 
in the chart on the next page. 

Also learned from the reps: among the new business that's been flowing in this 
with February starting dates the ratio of daytime has been at least equal to what it wa 
the year before. 

Shulton (Wesley) will spend between £5-600.000 on its Father's Day-spring 
promotion this year — an appreciable jump n budget over last year. 

The plans call for using part of a tv special as the promotional spearhead, divers 
tv network participations and about a third of the money for spot tv and radio. 

Chalk up Chicago as one advertising center where the distaff side snag the gold 
rings: Witness, for instance, the appointment of Jane Daly, as assistant to Wade presi- 
dent. Albert G. Wade II, on special radio and tv projects. 

What makes the ascent even more notable: she came up from the rank- of time- 

Miss Dal] was formerh v. p. in charge of the radio tv department at Earle Ludgin. 

Rankling as it may be to tv critics, westerns still delher by far the best batting average] 
when it comes to the top 40 in the Nielsen ratings. 

Following is a breakdown of top 40 occupants vs. total show t\ pes as culled out of the 
ember Nielsen bv a major agencv : 


Westerns 27 

>ituation comedv 16 

Variety 10 

ight comedv 6 

Panel & audi, partic. 10 

S -;>ense-crime 18 

rral drama 10 

Specials 10 

\' tion adventure 8 

Prizefights 2 

Total-average 117 


IN TOP 40 






















SPONSOR-SCOPE continued 

There's quite a difference, in terms of sponsored time, between what's happened 
to tv network daytime and nighttime this January as compared to a year ago. 

The nub of this contrast: total sponsored hours for all nighttime went up 16%, while 
total sponsored hours for daytime dropped 22%. 

Here's the distribution of sponsored time for the week of 4-11 January this year and 
the parallel week of 1959: 


ABC TV 22 hrs.; 45 mins. 17 hrs.; 15 mins. 

CBS TV 25 hrs.; 30 mins. 24 hrs.; 15 mins. 

NBC TV 23 hrs.; 40 mins. 19 hrs.; 40 mins. 

Total 71 hrs.; 55 mins. 61 hrs.; 10 mins. 


ABC TV 14 hrs.; 40 mins. 19 hrs.; 45 mins. 

CBS TV 20 hrs.; 35 mins. 25 hrs.; 15 mins. 

NBC TV 13 hrs.; 50 mins. 18 hrs.; 20 mins. 

Total 49 hrs. ; 5 mins. 63 hrs. ; 20 mins. 

Note: the total for the parallel week in '58: nighttime, 67 hrs.; daytime, 50 hrs. 

Chevrolet has decided to keep a show going in the NBC TV Sunday 9-10 p.m. 
niche through the summer and call it quits with Pat Boone this spring. 

The upshot as far as NBC is concerned: it doesn't want to talk — as of now — about the 
availability of that Sunday spot in the fall. 

Incidentally, Plymouth's interested in continuing with Steve Allen as tv ambas- 
sador and it'll probably be via the situation comedy Allen is putting together with his wife, 
Jayne Meadows. 

If a pitch made this week by Bates to Standard Brands finds fertile soil, NBC 
TV may find itself on the losing end of another weekly three daytime quarter-hours. 

The tack to SB involves discounts. Figured Bates: If CBS TV's new summer dis- 
counts were added to the normal discounts for the second quarter and amortized 
over two quarters, Standard Brands would save a goodly chunk of money by switching its 
daytime business to CBS. 

Note: NBC has yet to reveal how it is going to match the new discount structure which 
CBS is putting into effect as of 1 April. 

Don't be surprised if a plan that ABC TV is mulling results in a revolution for 
the basic concepts of network discounts. 

ABC TV is reported ready to adopt a discount structure solely taking one thing into ac- 
count: the amount of money spent annually by an advertiser. 

The credo here is that the other designs now in network use are either too complicated 
or outmoded — that they're jerrybuilt on traditions carried over from radio. 

Under the proposed ABC TV system, an advertiser could spread his use over any- 
period of the year he wants to and still be entitled to an annual discount — provided, of 
course, his annual expenditure falls within the minimum discount bracket. 

Among the anticipated advantages: (1) attracting more daytime business; (2) giving 
seasonal advertisers a discount break; (3) encouraging the big leaners toward specials 
to throw their lot with ABC. 

ABC TV is warming up an added argument for advertisers on some of the new shows 
who are wavering about staying on for the summer. 

The "some" refers to those film series that were budgeted on a basis of no cost for 

Sales angle: Since the price of the negatives for those shows will have been written, stav- 
ing on for the summer assures an uncommonly low cost per thousand. 

•ONSOR • 23 JANUARY 1960 17 

SPONSOR-SCOPE continued 

If you as an advertiser or agencv are trying to figure how much more you'll have 
pay for regularly scheduled film fare on the networks next fall, a safe estim 
would be 5%. 

That s the consensus that emerged from a cross-check made of film producers 
SPONSOR-SCOPE this week. 

The common annotation was that the increase would go solely for added union a 
other production costs 

In other words, the average half-hour show, including repeats, will run a little oj 

Look for Rod Erickson to go off on series of business enterprises of his owi 

He resigned this week as Warner Bros. v.p. in charge of tv sales, though he'll rema 
an employee of the film company until July 1961 

His plans include consolidating some of the smaller tv film companies for ope 
tions not only here but in Canada and England, getting into foreign film production a] 
setting up a tv station investment combination with its own sales rep link. 

Something that should be gratifying to radio stations in the medium and snu 
markets : the number of recently placed cigarette schedules that w ere not limited to s 
many top markets. 

The buys, obviously, were made on the basis of pinpointed distribution and sal 

problems or needed support, instead of staking out the markets bv rote. 

With Ollie Treyz back from Hollywood this week. ABC TV should soon reveal i 
nighttime program lineup for the fall. 

Meanwhile these moves are under consideration : (1) Sugarf oot even w eek in the Fi 
day 7:30-8:30 slot and (2) moving Bourbon Street to a more "sophisticated'* peric 

of the night. 

The L&M brand (DFS) is going after the campus trade with a 13-week can 
paign in spot radio, starting 1 February. 

It will use 36 regular stations in college areas in addition to the inside-campus st 
tions offered bv the College Radio Corp., the College Network and the Ivy Leagi 

About half of the monev is coming from what had been newspaper budgets. 

An interesting slant that banks around the country might contemplate: tl 
Bankers Trust Co. (N.Y.) has come around to the view that radio has what it tak« 
to establish a franchise. 

The bank, the sixth largest commercial institution in the country, is appropriating S250 
000 via Ross-Martin, Inc., to make its point. 

Bristol-Myers' new products division denied the report current in the trade la 
week that a preliminary studv of the media testing of two brands showed that tv had com 
out 1 to 1 over Sunday supps in impressions registered and sales. 

The version from B-M was this: it was using a mixture of tv and supps in some ma 
krl~ and only supps in a couple markets for Fortisun, a cold remedy, and Excedrin. 
analgesic, but no attempt has been made to measure response by medium. 

For other news coverage in this issue, see Newsmaker of the Week, page 
Spot Buys, page 58; News and Idea Wrap-Up. page 60: Washington Week, page 51 : spoxsoi 
Hears, page 5 1 ; Tv and Radio Newsmakers, page 66: and Film-Scope, page 52. 



23 JANUARY 1961 


>NSOR • 23 JANUARY 1960 



While serving a single 
station market, WTHI-TV 
fulfills its public service re- 
sponsibilities in a way that 
has gained for it the appre- 
ciation and support of its 
entire viewing area ... a cir- 
cumstance that must be re- 
flected in audience response 
to advertising carried. 

Five full y 2 hours of local 
public service program- 
ming each week. 





Represented Nationally by Boiling Co. 

Ray Ellingsen 


can give 


photographic needs 

the kind of 


you like 

. . . backed by 


and artistry! 

Simply call 
DEIaware 7-7249 

or write to 

12 E. Grand Ayb. 



by Joe Csidi] 



Bandstandland revisited 

Herb Martin of sponsor's Birmingham, Ala- 
bama office informed me last week that Mrs. Pat 
Wilson of the Liller, Neal, Battle & Lindsay ad- 
vertising agency in Birmingham had commented 
favorably to him on the several pieces I had done 
on the television bandstand-type shows, and had 
asked him to pass on to me the word that she had 
just bought 35 such dance party programs for 
client H. W. Lay & Co., makers of Lay's Potato Chips. In the nes 
mail came this letter from Barbara Paton of the Allmayer, Fox anj 
Reshkin Agency, Inc., in Kansas City, Mo.: 

Dear Mr. Csida: 

I have been very interested in following your articles regarding t 
"television bandstand" or "pop music-record dance shows." Th 
have proved both interesting and informative to us, as the advertisi 
agency and producer of a local one-hour tv show, Tv Teen Hoj 
broadcast on WDAF-TV every Saturday at 4 p.m. 

In your most recent article (sponsor, 26 December, 1959 1 \o 
stated you were conducting a study in depth concerning these sho 
and encompassing all facets including the general information 
data, the advertising aspects, ratings, and the record and recordii 
artists information. 

Our show has been on the air now for six years and has mair\ 
tained ratings of an average of 12.0, surpassing competition in th 
same time segment. I certainly believe in and have faith in a sh olM 
of this type as a service to the teenagers and a means of spreadinM 
good will and understanding. 

We have found that information on similar shows in other ma 
kets, their activities and approach, is certainly beneficial and < 
interest to us in maintaining and improving our ratings [Novemht 
ARB — 10.9 1 ; however, there seems to be no accessible informatio 
or method in obtaining same without actual communication with tn^ 
market. I am wondering if your study is to be released soon, or 
I may request a copy of the results as soon as they are available. 
Thanking you in advance, I remain 

Allmayer, Fox & Reshkin Agency, 1 
(Miss) Barbara Paton 
Producer, Tv Teen Hop 

As I've stated previously I'm delighted at the strong interest on tli 
part of agencies and sponsors in shows of this kind. I also like ths | 
portion of Miss Paton's approach to the shows, indicated by tn 
phrase in her letter, which states: "... I certainly believe in anj 
have faith in a show of this type as a service to teenagers anc 
means of spreading good will and understanding." 


23 JANUARY l c A 


Ratings buck heaviest competition 

The truth is, these shows do just that, in addition to serving as 
ighly effective advertising vehicles. Miss Paton's and Mrs. Wilson's 
jmments spurred me to go back to work on the vast number of 
uestionnaires I have on hand for the big majority of these shows. 

The 12.0 rating which Miss Paton's Tv Teen Hop on WDAF-TV 
icks up is a healthy one, but the ratings on bandstand or dance 
arty shows generally are very good. And very good, I might add. 
gainst all manner of competition in all kinds of time slots. Here are 
>me typical ratings as supplied to my bandstand survey : 

Against sports shows: Columbus Bandstand on WTVM in Colum- 
us, Georgia, runs from 10.5 to 12.0 against competitive Hockey with 
1.5 and 9.5 respectively. This is for Saturdays, 3 to 5 p.m. Record 
op on WBKB in Chicago, gets a 4.1 against wrestling's 7.0 in its 
:30 p.m. period, but tops football with 3.2 in same period. The same 
low fares as follows through its 15-minute segments against football 

1-3:30 p.m. Hop, 4.1; football, 3.2; 3:45, Hop, 4.7; football, 2.1; 

I p.m. Hop, 6.4; football, 6.4; 4:15, Hop, 6.6; football, 6.9, etc. 

ISame show's ratings against movies later in this column.) The 
eventeen show in Ames-Des Moines, Iowa, gets a 17.4 on Saturdavs 
t 4:30 against 8.7 for a competitive basketball game, and a 22.0 
gainst a 9.6 for a pro golf show. In Rochester on WHEC-TV, the 
v Dancing Party on Saturdays from 5 to 6 p.m. gets a 26.1 against 
n 8 for a competitive wrestling show. 

Many of the dance party-bandstands are, of course, on against 
ovies. The previously mentioned Record Hop on WBKB, Chicago, 

one of these. Against the Early Show on a competitive station at 
b:30 p.m. the Hop gets a 7.1 against the movie's 5.8. At 4:45 the 
fop comes in with a 6.9 and the movie moves up to 6.3. These 
gures hold for the 5 p.m. 15-minute segment, and the two shows 
un neck and neck rating-wise from that point on. In Fort Wayne, 
-ndiana, on WPTA-TV, the Club 21 bandstand-type show again 
'plits the audience with a competitive movie, racking up a 9.0 against 
ae movie's 11.0 in one slot, but a 9.0 against another movie's 6.0 in 
nother. This again is a Saturday show. Bob Brauns Bandstand on 
vTW-T in Cincinnati, tops the opposition movie shows substan- 
ially with a 13.9 against one movie rating of 3.2 and another of 4.9. 


',' W 





ted b 

•imilarly in Philadelphia, the Grady and Hurst Bandwagon racks up 
7.5 on Saturday against the opposition's 3.3 for Favorite Films. 

Can be good community-servers 

Naturally, these are the ratings submitted by the bandstand shows 
hemselves, who I suppose offered those ratings which would make 
he shows seem strongest. This is only as it should be. The fact 
emains that against almost all types of opposition these shows, when 
ntelligently and carefully produced, earn substantial ratings at ex- 
remely low cost, and equally important, become great factors for 
cood with the young people in a given community. A prime example 
Vhich bucks the toughest shows in net tv very successfully and at the 
ame time is a model of community service, is Bob Clayton's Boston 
ballroom on WHDH-TV in Boston. Bob gets a 17.1 against Perry 
Mason's 19.0 and Bonanza's 20.0 in the 8 to 8:30 segment, Saturday 
flight, and a 12.2 against a 23.2 and a 19.7 for Wanted Dead or Alive 
ind Man and the Challenge respectively, in the 8:30-9 period. 

Two weeks from now, in Clayton's own words I'd like to tell you 
ust how this show racks up these ratings and serves its community 
n the fullest sense of the word. ^ 


23 JANUARY 1960 

Tall TV towers are fine when located 
to serve people instead of pines, 'pos- 
sums and porcupines. The WSPA-TV 
tower located on Paris Mountain, 3 
miles from Greenville, is at the very 
heart of the industrial Piedmont. With 
its 12 bay RCA antenna 1182 feet 
above average terrain (2209 feet above 
sea level) WSPA-TV serves 1,500,000 
with a saturation signal. 




CBS in Spartanburg, S. 



National Representatives 


















Z.os Angeles 

A 114 J 


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PS**" . 


*-R CXR J® 


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J108 3 I 



~ 136S 

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T he fastest route between your product and 
the cash register is the non-stop service between 
a Storer station and its buying audience. Storer 
pilots you to increased sales and bigger profits 
through maximum audiences. 

Storer strength and acceptance in the nation's 
markets are the results of many years of com- 
munity leadership, dedication to continuing 
public service, fine programming, and ethical 
practices. This is why — always — you know 
where you're going with Storer. 

Storer Broadcasting Company 

National Sales Offices: 625 Madison Ave., N.Y. 22, PLaza 1-3940 
230 N. Michigan Ave., Chicago, FRanklin 2-6498 

r c )( P|S.»?SBURG- 



'Tiki v 

1 2301 y 
"tRSET 00 ^ 


£\ \ a 


\— — • — 1 \ > v< 

'TAl 2564> 









The show that goes everywhere is 


x s> 







f <% 













h film 

i s ■ .. r* 

that's right ! If you were pro- 
ig just for this country's mar- 
g areas, it wouldn't matter too 
1! But you never are . . . the 
omies of production and dis- 
rion demand a show that can 
nywhere— be welcome every- 
e.' A show that can be pre- 
d in Johnstown . . . shown in 
ersville without straining the 
ties of any group or station. A 
i that can extract residuals in 
'on or Rio, or Rome or Paris ! In 
r words, a show that's made 
ilm! For further information, 
: us a call: 

■tion Picture Film Department 
Rochester 4, N. Y. 

East Coast Division 

342 Madison Ave. 
New York 1 7, N. Y. 

I Midwest Division 

1 30 East Randolph Drive 
Chicago 1,111. 

West Coast Division 

6706»Santa Monica Blvd. 

Hollywood, Calif. 

W. J. German, Inc. 

Agents for the sale 

and distribution of 

Eastman Professional 

Motion Picture Films 

Fort Lee, N. J.; Chicago, III 

Hollywood, Calif. 

Don De Carlo, Needham, Louis & Brorby, Inc., Chicago, gets little 
argument when he avows that station rate cards are too complex. 
"In order to make the most efficient buy, the buyer must be able to 
calculate the exact cost of all the stations in the market. Often, the 
amount of time spent trying to figure out the cost of schedules ex- 
ceeds the time it takes to make the 
buy. It is agreed that there are 
good reasons for package plans. 
But why so many of them? What, 
for instance, is the actual differ- 
ence between a five and six plan 
and a 9, 10 and 12 plan? Couldn't 
all stations agree to have a five 
plan, 10 plan, 15 plan, etc.? Why 
are some discounts earned from 
the base rate and others after fre- 
quency discounts? Why are some 
participations combinable for plan 
rates and others not? Why are only some stations on a multiple 
product account, single product stations? Don points out that these 
are but a few of the rate card variables. "We realize that discounts 
are for the good of the advertiser. However, once the structure is 
standardized the buyer will have more time for creative buying." 

Len Soglio, Hicks & Greist, Inc., Advertising, New York, feels that 
too much importance has been given to the "cost-per- 1,000" theory 
of buying. "When buyers and sellers constantly refer to cost-per- 
1,000 rather than the effective program adaptation to products, we 
are reduced merely to bookkeepers who easily note the play of avail- 
able numbers and fail to do the 
kind of job desired by the client. 
In such an atmosphere, the busi- 
ness of buying and selling becomes 
stagnant. Many high-quality shows 
have been removed from program- 
ing formats — unfortunate victims 
of the so-called 'high cost-per- 
1,000.' A well-known example, 
current in New York, is the at- 
tempt of an independent station to 
pull tv broadcasting out of the 
doldrums by presenting a series 
which acknowledges the intelligence of the viewing audience. How- 
ever, because of high cost-per- 1,000, this program has been shunned 
by many advertisers who could derive great benefit from it." Len 
thinks that more important programs would be broadcast if "less 
concentration were placed upon ratings and cost-per-1,000 figures." 





CHANNEL 5 Viewing 

Eastern Michigan's 
most powerful air 
salesman, WNEM- 
TV, really moves 
drugs. A healthy 
1 2.7 per cent of 
Michigan's total 
drug expenditures 
was spent in the 376 
drug stores operat- 
ing in the rich and 
abundant 25-county 
air-ea served exclu- 
sively by Channel 5. 


1?..:|PK>1{!> k. 

49th and 


Harassed timebuyer 

Pity the plight of the harassed and 
over-worked timebuyer as reported 
bj SPONSOR, 9 January 1960 ("Five 

Diaries of Five Timebuyers • . 

In the face of a work load that 
would have made Hercules quail, four 
of the five cases were still able to 
squeeze into the work-day a lunch 
period that consumed an average of 
one hour and 39 minutes each. And 
thev didn't have to pick up the check 
either. The fifth case reported was 
on a diet so lunch was only incident- 
al here. 

To one who under similar condi- 
tions of work pressure too often has 
to settle for a sandwich at the desk 
< total elapsed time 15 minutes ' . it 
would be extremely helpful to learn 
the formula of these more efficientlv 
organized brethren. 

"\ ou too can make a success of 
each day. if you'll spend but 2 hours 
at Danny's Hideawav." 

Harassed and overworked 

Good project coverage 

V.iur coverage of our Advertiser 
Area project i "Is Confusion About 
Areas Fouling Tp Radio Buying?" 
SPONSOR, 9 Jan. i was certainly well- 
done. I am sure that this will have 
a very powerful effect on encourag- 
ing other stations and agencies to par- 
ticipate in this endeavor. 

Frank G. Boehm 
Adam Young. Inc. 


We miss her, too 

I just finished reading your testi- 
monial to Gert Scanlan i sponsor. 19 
Dec) I have never written a letter 
to a magazine before in my life, but 
I felt that I would like to on this oc- 
casion to let yon know that I thought 
it was one of the nicest testimonials 

ever given by a magazine to an 
son. living or dead. I know that C 
would have appreciated it and 1 1 
sure that she does from her tKrl 
on high. 

James D. Bowden. r* 
James D. Bouden & j 
* * » 

Your "Farewell to a Wonderful G 
said about Gert Scanlan that *I 
so many of us had wanted to I 
Thank vou verv much. 

J. C. FO-II 
Austin. 1 

Thank you for the lovely tribute 
Gert in SPONSOR. 

I'll miss her very much, but il 
a consoling thought knowing 
helped make our world a little brig 
er and happier, and had so ml 

Elenore Scanlt 
Street & Fin& 


Communications Act needs overhaul 
I enjoyed your editorial in the 1^ 
uarv 2nd issue on the FCC vs. 

\ our original point of view 
through a lot of public buzz-: 
Congress must be shown that the 
torical philosophies of FCC and 
are inadequate for the problems 
new. voung. and different indu>l 
The time has come for a revisio: 
the Communications Act. 

I wish vou would go rii'ht al e 
and "presume" to rewrite it. The 
suit would be not only good sen 
but also a piece of the most 1 c 
prose in the statute books. 

Allen F. F"M 
senior v.p. 
Compton Adi 




ISTENING HABITS HAVE CH Cleveland, particularly 

Deep— even superficial— analysis of Cleveland radio reveals a marked transference of 
affection to WHK. Listeners used to offer WHK great resistance. But that was before 

etropolitan Broadcasting Corporation installed its unique Gestalt of service, news 
and showmanship. The New WHK delivers Cleveland's second largest audience, 
and advertisers are re-orienting. For more insight into the change, consult with Blair, 

General Manager Jack Thayer (EXpress 1-5000). Tl 




Division of 
Metropolitan Broadcasting 

t . 19.9X — 6A.M. -• . . F9I., OCT., 1959 

.: b%-7A.H. -6 P.M. ,M0N..fRI., OCT. . NO\ 




SPONSOR began life as a monthly 
in November, 1946. It operated 
(and still does) on a simple editorial 
premise: Every word must help the 
radio/tv buyer in his appreciation 
and use of air advertising. 

When SPONSOR was one year old 
we took our readers behind-the- 
scenes with "One year in the life of 
SPONSOR," a factual report on our 
objectives, methods and progress. 
This was followed by "Two years in 
the life of SPONSOR," then "The 
first 8,000 pages." 

These intimate glimpses of a trade 
publication were well received. But 
somehow the idea was lost in the 
hustle and bustle of the air age. 

We've been asked to revive these 
reports and we're glad to oblige. 

|n its first 13 years SPONSOR grew from monthly to 
weekly to weekly; its staff from seven to 40; its press r 
from 8,000 to 15,000 copies per issue; its annual ad. 
tising revenue from $50,000 to well over $1,000,000; 
agency/advertiser popularity from "also-ran" in the eaJ 
broadcast magazine readership surveys to a dominant fii 
in all surveys made independently since 1958. 

These are some barometers of progress. But what mak^ 
SPONSOR click? 

Here are some of the answers: 


We always have. The temptations to branch out editorial*] 
(and thus enlarge our advertising opportunities) have bee 
constant. But we've resisted these temptations. We kne 
we can't be all things to all people. So we continue to coi 
centrate on helping the timebuyer, account executive, 
manager, and the others involved in radio/tv buying, to ci 
a better job. 


Ever since our birth we've fought hard for worthwhile ir 
dustry improvements. We antagonize some with our standi 
we don't allow expediency to direct our policies. We'v< 
fought for an RAB, TvB, sane use of ratings, establishmer 
of a federated NAB (several years back), a new name fc 
spot, spot radio and spot tv billing figures. When many we' 
sounding the death-knell of radio as tv zoomed into sigh 
SPONSOR released its memorable and factual series, "Rad 
is Getting Bigger." Right now we're underwriting one of tr 
toughest projects of our career: how to lick the paper worl 
hurting spot at ad agencies. A hard-working committee o 
industry leaders is wrestling with this one. 


There are a million ways to turn out a trade magazine. 
SPONSOR pioneered the kind that is as easy to digest a: 
a consumer magazine. When we began we introduced t: 
the advertising field the highly graphic, readable, inter- 
pretive, and factual periodical. When we went weekly w« 
introduced the fast-reading, eight-page newsletter. We spt • 



ialize in home readership (and how wives love it!). None 
'f these concepts are copyrightable, and our innovations 
1 'ta now discernible throughout the trade field. 



ilone in the advertising magazine field, SPONSOR is edited 

>y men who have held executive posts at top advertising 

Agencies. John McMillin, executive editor, and Ben Bodec, 

lews editor (our two key editors), spent a total of 26 years 

it Compton, J. Walter Thompson, Kenyon & Eckhardt, and 

)ther large agencies. These men are exceptional analysts 

jnd writers. But more than that, they bring their readers 

sn advertising understanding and know-how far beyond 

Creative and mechanical skills. SPONSOR'S strength always 

las been in its product. Some 20 editors, the top nine of 

whom average nearly seven years each at SPONSOR, are 

pn the job. 


When SPONSOR was beginning, extracting facts-and-figures 
from agency and advertiser sources was no mean feat. But 
the industry gradually has learned to share its secrets; and 
we've had a hand in this education. In the past year two 

"agencies (Leo Burnett and N. W. Ayer) broke hush-hush 
' ( ^policies by inviting us to analyze their operations and report 

*our findings with no holds barred. They must have liked 
the results; both ordered thousands of reprints. 

Use information is the heart of SPONSOR'S editorial con 
tent. Case histories, cost studies, research analyses, charts, 
and surveys of all kinds dot our pages. Standard for the 
industry are such tools as Tv Basics, Radio Basics, All 

i Media Evaluation Study, Network Comparagraph, Five-City 
Directory, Tv Dictionary, Timebuying Basics, Marketing Ba 

jsics, Annual Farm Issue, Annual Negro Issue, Timebuyers 
of the U.S. In November, 1959 our Readers' Service an 
swered 225 agency/advertiser questions. 


SPONSOR'S target, editorial and circulation, is some 7,500 
agency and advertiser executives whom we consider worth 
reaching because they participate to some degree in air 
buying decisions. Of these, perhaps 2,000 — largely time 

buyers — are of major importance. Our task is not only to 
reach but to truly influence the 7,500. This is a tall order. 
These are busy people who must pick their reading matter 
with care. It takes a penetrating use book which covers th<= 
weekly essentials (and avoids the non-essentials) to reg- 
ister. SPONSOR registers so well that in 1959 we averaged 
close to 100 paid subscribers at such prominent spot-buying, 
agencies as Young & Rubicam. BBDO. McCann-Erickson. 
and J. Walter Thompson. 

These are signs of our progress as we enter our fourteentr 
year. There are others. For example, in 1959 our renewal 
percentage climbed 14% over the previous year; newspaper 
and magazine publicity mentions tripled; advertising income 
reached an all-time high; new surveys appeared which at- 
tested to our continuing leadership among agencies and 
advertisers. And in June, 1959 we began publication of 
CANADIAN SPONSOR, a biweekly edited in Toronto. 


1960 brings an advertising rate increase, the first since 
1957. But it's our wish that we give old advertisers a break. 
So we have decided to guarantee current contract adver- 
tisers our old rates until 1 January, 1961. 

We have many plans afoot for 1960. Not the least of these 
is the further professionalizing of our sales and sales pro- 
motion departments, two operations which have taken a 
back seat as we've gone all-out on improving our editorial 
product. So you can expect to hear more about our adver- 
tising values* and see us more often during 1960. 

I hope that this report tells you what you want to know 
about SPONSOR. If we've omitted anything, please drop 
me a line and I'll do my best to furnish the fill-in. 



•A presentation explaining trade paper values (1960 vintage) nas 
just been completed by our promotion department We'd like tr 
show it to you May we' 


The magazine radio/tv advertisers use 

40 E. 49th St. (49 & Madison) New York 17, N. Y. Telephone: MUrray Hill 8-2772 



V i t 

mam, w 



As served at Broussard's by Felix Savoy. Napoleon approves! 

WWL-TV. . . New 
New Orleans Favorite 

Among New Orleans' favorite shows are the ones they 
see live on WWL-TV. Ranging in interest from NEW 
TV Guide, Nov. 21) to authentic jungle adventures on 
WILD CARGO, WWL-TV's schedule of 49 live shows 
per week provides the perfect vehicle for commercials 
that require a personal touch. 

Ask Katz about the local popularity 
oj WWL-TV's live programs 



Here's how 
to make it! 

There are three steps in 
the Crepes ritual at Brous- 
sard's— a sassy sauce, a light 
egg batter and a determined 

Make sauce and store until 
needed. Cream 14 cup sweet 
butter with 1 cup sifted con- 
fectioner's sugar. Flavor with 
rum or a few drops pure rum 
extract. Grate rinds of 1 
medium orange and 1 lemon; 
extract juice & pulp. Com- 
bine with sauce and heat just 
a little to blend it. Add 2-3 
whole cloves. Makes 1 cup. 

Make 4 paper-thin French 
pancakes about 8 inches in 
diameter. Follow your own 
favorite recipe, but use a 
light egg batter. 

Fill the centers with 4-5 
heaping tbsp. very firm vanil- 
la-flavored meringue. Fold in 
half, then again, making a 
triangle. Dust with confec- 
tioner's sugar. 

Pour sauce into baking 
dish, arrange folded Crepes 
in it. Set in pre-heated 325- 
degree oven 10-12 minutes, 
until Crepes puff up and 
meringue browns lightly. 

Carry to table at once. 
Pour VA oz. good brandy 
and Vi oz. Grand Marnier 
over each. Touch match to 
the dish and flame-baste 
Crepes a minute or so. Serve 
at once on heated plates cov- 
ered with brandy sauce. 
Makes 4 gourmets happy. 



23 JANUARY 1960 


23 JANUARY 1 960 




CONVENTION SLUG FESTS will be covered from L.A. Memorial Sports Arena, Chicago's Int'l Amphitheater 


^ The pressure is on as year's convention, campaign 
coverage problems put networks, advertisers in an uproar 

million CBS-Westinghouse tie-up is only deal set ; 
steel strikes, 25% cost hikes have held back other sales 

#%s presidential contenders got set 
to slug it out in the local primaries, 
one of the biggest and toughest pre- 
convention bouts began to take shape 
this week in the television industry. 
Two of the knottiest problems: 
How to cover the year's biggest ex- 
travaganzas (Democrats convene in 
Los Angeles 11 July: Republicans in 
Chicago 25 July I and who would 
pick up the multi-million dollar tabs. 

The steel strike kept both ABC and 
NBC from making much headway 
with their sales pitches to likely ad- 
vertisers. Now 7 , even with this threat 
removed, just who is to sponsor their 
coverage remains up in the air. 

With a rueful smile, one network 
executive told sponsor he had just 
about concluded that "there just 
aren't any more \^V estinghouses 
around these days." He's referring, 

of course, to the over $6 million dol- 
lar contract CBS has wrapped up 
with the mammoth appliance manu- 
facturer for a tv/radio package that 
is the envy and wonder of other 
broadcasters and advertisers. This is 
the third time around for the Westing- 
house and CBS partnership, in spite 
of the spiraling price tag (it was S2.5 
million in 1952) . 

NBC is charging S6.1 million dol- 
lars for full sponsorship, splitting 
that down the middle for half spon- 
sorship. Roughly S500.000 of the 
total goes for the radio coverage, 
which at this point NBC will not 
separate from the package. Nor will 
it sell election-night coverage sepa- 
rately, reasoning that the low cost- 
per-1,000 of election night (Westing- 


23 JANUARY 1960 



ALL DOWN THE LINE, planners face 
problems. $3 million rebate to advertisers 
is biggest cost worry of network execu- 
tives like CBS president Frank Stanton. 
Technicians face new problems with pro- 
duction costs (at right above with news- 
man Bob Trout during '56 convention), 
estimated at record $1.7 million, while 
directors and newsmen hope to kesp 
activity at frenzied peak (like typical 
scene below) in spite of fears over "dull" 
Republican showing. Tv tape will give 
them big advantage in recording simul- 
taneous happenings during conventions 

house hit SI. 55 on CBS TV in '56) 
adds to the attractiveness of the 

ABC. charging $5.5 million for the 
full package, will simulcast its tv and 
radio coverage. The network, of 
course, is placing emphasis on its 
growth in the last four years to a 
stronger competitive position, boast- 
ing 100 live affiliates by spring, in 
contrast to the 70 primary affiliates 
it had in 1956 when Philco spon- 
sored. I \BC sponsors were Olds- 
mobile. Sunbeam and RCA | . 

CBS. with the Westinghouse con- 
tract in its pocket, must nevertheless 
weigh the fact that the monev was 
largely shifted from Desilu Playhouse 
when \^ estinghouse cut its sponsor- 
ship of that show to alternate weeks 
effective 8 Januar\ . 

In any event, the cost is a full mil- 
lion over the $5 million tab to West- 
inghouse in 1956. reflecting the 25 r r 
increase in program and time costs 
generally since 1956. a major stumb- 
ling block to the networks still out 

Production and talent estimates 
are up. too. running $1,725,000 (in- 
cluding cable costs i . according to 
CBS. Biggest bite, of course, comes 
in rebates to advertisers whose shows 
must be pre-empted. CBS estimates 
pre-emption costs and loss of net 
time income at S3 million. To this 
must be added time charges of 
S4.900,000 lvalue of facilities for 
minimum guaranteed coverage i . Add 
up these figures and you get a total 
cost to a network for a full political 
package in the neighborhood of S9 
million, or roughly $3 million more 
than they can hope to recoup from a 
sponsor i or sponsors i . 

Another headache for the men who 
have to sell these political extrava- 
ganzas came with the withdrawal of 
Rockefeller. However, sponsor's dis- 
cussions with network news heads 
show that they have no intention of 
approaching the Republican conven- 
tion in the spirit of covering a shoe- 
in nomination. They all point to tv 
tape as their biggest allv in getting 
the full record of events happening 
simultaneously. Immediate replav ad- 
vantages will heighten the whole air 
of excitement. All three networks are 
also counting on the increased pres- 





23 JANUARY 1960 

ige of their newsmen and news teams 
o enhance interest. 

Against the total cost headache, all 
:hree networks are emphasizing some 
pretty attractive costs-per-1,000 fig- 
ares. NBC, for example, puts its esti- 
mate as low as $2.25 for planned 
coverage as against roughly $3.40 
for guaranteed coverage. 

All networks are guaranteeing 20 
hours for each convention. But 
where the advertiser gets his break is 
in the planned coverage — that is, the 
added hours convention (and elec- 
tion night) coverage is expected to 
run into. CBS estimates the Repub- 
lican convention at 23 hours tops, 
the Democratic at 30. NBC even sees 
a possibility of the Republicans run- 
ning under the guarantee, but this 
will be more than made up for by the 
heat the Democrats are expected to 
generate the week before. Convention 
coverage in '56 by all networks ran 
to about 58 hours. 

The networks differ on their elec- 
tion-night guarantees. CBS and ABC 
are guaranteeing four hours; NBC 
guarantees three. All agree it will 
probably run closer to seven with 
that many more commercial minutes 
riding the gravy train. 

The complete packages vary, too. 
ABC will provide four pre-convention 
programs of 30 minutes each (two 
before each convention). Its $5.5 
million asking price for full sponsor- 
ship of the package breaks down to 
$2,731,250 for half, $1,820,833 for a 
third sponsorship. 

NBC is offering several lures. Full- 
sponsorship money will buy an addi- 
tional 22 commercial minutes tied to 
political news in the Today show be- 
tween conventions and election night. 
NBC is also throwing in a one-hour 
pre-convention show 8-9 p.m., 10 
July. The $6,130,000 tab works out 
to $3,065,000 for half sponsorship, 
$2,040,000 for a third. 

(At presstime, both ABC and NBC 
executives gave SPONSOR ample rea- 
son to believe these packages would 
be subdivided still further, though 
actual plans were not set.) 

For the third time out. CBS will 
produce a political "bridge" series 
for Westinghouse — weekly half hour 
programs on consecutive Fridays be- 

{ Please turn to page 48) 



Special A. C. Nielsen analysis prepared for Westinghouse and never before released shed 
important light for other advertisers on convention and election audiences, c-p-m, etc. 

1 ■ REACH. Westinghouse convention coverage on CBS TV 
reached 78.2% of all tv homes (or 28,543,000). Democratic: 
26,098,000 (74.4% of homes able to receive program), 5:45 
hrs. average. Republican: 24,163,000 (68.9%), 4.38 hrs. 

2. VIEWING TIMES. 51.2$ of all U.S. tv homes ivere 
both day and night viewers. 24.2% were nighttime only, 
2.8% daytime only. Total nighttime: 27,521,000 homes 
(75.4% of total tv homes). Total daytime: 19,710,000 

3. COST-PER-1,000. Westinghouse s 184 commercial 
minutes were delivered for $2.77 c-p-m, 5c higher than aver- 
age daytime program c-p-m in summer, '56, far under aver- 
age evening c-p-m of $4.40. Election-night c-p-m was $1.51 

4- AGE DIFFERENCES. Election-night audience had 
twice as many older families as younger. 16-34 age group 
averaged 1 :51 hours; 35-49, 2:46 hours; 50 plus, 4:08 hours. 
No significant variations by territory, family or county size 

5- CONVENTIONS vs. ELECTION. Total convention 
audience for the three netivorks was 33.836,000 tv homes (or 
93% of homes in their coverage area). Election-night audi- 
ence was nearly as large: 33,214,000 homes ( 88.8% of total) 

lii[!!!!illlll[|[|!!iil Illlllllllllllllllllllllllllllllllllllllilllllllllllllllll 


23 JANUARY 1960 



RADIO CENTRAL at NBC is focal point for Monitor programing, typical of networks' shorter show segments, "magazine" selling 








R. J. REYNOLDS (Camel, 























F & F LABS. 















Night radio shows comeback signs 

There's much more activity and potential in night 
radio than many advertisers, agencies seem to think 

^ Sales results at the local level, and low costs with 
extended reach at national are hypoing new interest 

#%t this point, several signs point to 
a reawakened interest in nighttime ra- 
dio, too long regarded as an adjunct 
of daytime. 

Industry ohservers seem convinced 
that I960 will mark a significant up- 
9urge in the appeal of the post 6 p.m. 
hours for advertisers and their agen- 
and have told SPONSOR that this 
trend is evident at all levels — national 
network and spot as well as local. 

Here's win things look brighter: 

Network — An impressive total of 
43 national advertisers are investing 
considerable sums of moneys in the 
hours after 6 p.m. (see picture and 
listing above). They've been unde- 
terred by the slimming down of net- 
work hours for affiliates, and are re- 
sponding with budget allocations to 
the new program lures of shorter seg- 
ments and an emphasis on news in 
this current-events-minded world. 

Spot — The trend among station 

representatives is to sell saturation 
packages as well as round-the-clock 
schedules, and these popular offer- 
ings are pulling many new advertis- 
ers into the nighttime realm. Real 
saturation and a run-of-schedule slot- 
ting demands proportionate concen- 
tration for announcements in the 
nighttime hours to gain maximum 
and total radio audiences. 

Local — The biggest potential for 
nighttime, say industry men, is in the 
local area. The big-money advertis- 
ers and their agencies are interested 
primarily in mass audiences and ma- 
jor markets. But the local and re- 
gional advertisers continue to get 
startling sales results from their com- 
munity-level use of some 4,000 sta- 

Local advertisers are more person- 



23 JANUARY 1960 

'ally involved with a community and, 
therefore, more interested in reaching 
its specialized audiences with person- 
al impact. They look upon armed 
forces personnel stationed nearby, or 
collegians enrolled during the school 
year, or workers employed on night 
shifts as vital to their economic suc- 
cess while the national advertiser 
tends to consider these special audi- 
ences as peripheral. 

The biggest growth prospects for 
the nighttime hours, therefore, seem 
to be at the local stations, which in 
many cases have gone to late- or all- 
night programing to accommodate 
both listeners and advertisers. 

There's a lot more billing in pros- 
pect for both network and spot, how- 
ever, as clients and agencies peruse 
new statistics and depth surveys 
which give them an even more favor- 
able cost, broader reach, deeper pene- 
tration into a market and needed fre- 

Nighttime, in the opinion of most 
buyers, extends the daytime audience 
significantly because a lot of listen- 
ers are not available until after 6 p.m. 
This group is comprised, for the most 
part, by working women, men and 
teenagers, plus the housewife — who 
is a steady listener through the day. 

At every level of buying, advertis- 
ers like to buy into or around news 
and music programing. But there's as 
much variety in these two program 
types as there used to be in radio 

Network sponsors, particularly, 
seem most attracted to the shorter 
time segments featuring news, inter- 
pretation and analyses by respected 
and authoritative "name" newscast- 
ers. And they're buying frequency to 
get the changeover audience as well 
as repetition. 

At latest count (based on Decem- 
ber rundowns), ABC had 71 weekly 
nighttime news shows; CBS, 18; 
MBS, 99, and NBC, 25 in addition to 
the Monitor weekend programing, 
which includes many news bulletins. 
CBS tends to have longer news peri- 
ods than the other networks, but it 
also services its affiliates with fewer 
hours than ABC or MBS. Its current 
limitation is 30 hours weekly of 
nighttime shows. NBC has slimmed 
down its nighttime offerings to some 
{Please turn to page 55) 

GROWTH PROSPECTS locally are better 
than those nationally because of 
varied opportunities for station pro- 
motions, such as summer night radio 
kickoff by Charles Stone, manager of 
WAMS, Wilmington, Del., and his sales 
crew (left). They sold six advertisers 
rotating half hours from 6 to 9 p.m. 
nightly with outstanding sales results 
for each. Several examples of night- 
time audience pull are listed below. 


SteefeVs clothing chain, Troy, N. Y., aired 3 a.m. test on 
WTRY. Name, address were aired, with winner getting free 
trip by calling in 15 minutes. Result: 10 trips in 10 days. 

Thalheimer department store, Richmond, Va., advertised a 
$4 RCA album once in 30-minute show segment on WRVA. 
Store buyer credits half-hour with selling 1,500 albums in 
area: 602 in store, 74 through station from people in 14 
states, Canada — $6,000 worth. Same album, advertised by 
Higbee department store on WERE, Cleveland, racked up 
$5,000 in phone sales after single three-hour d.j. broadcast 

J. C. Penney Co., using WFST, Caribou, Me., reports that 
within 90 minutes after one commercial it sold more than 
5,000 yards of percale fabric. Store is steady radio user. 

In Detroit, d.j. Tom Clay offered five watches to the first 
listeners who timed correctly a record played on WJBK. One 
offer on one night brought in 2,170 guesses in mail entries. 

Farm & Home Equipment Co., Cincinnati, buying an 8:30 
p.m. music show on WCKY, offered $64 power lawn mower, 
asked listeners to send station $1 down payment. In two 
months, 2,580 persons had written in — more than $165,000 
worth of business on this one item alone from the program. 


23 JANUARY 1960 



^ Here are media executives in agencies with more 
than $50 million annual billings in radio and television 

^ Titles and responsibilities vary by individual shops 
but organization charts show similar echelon structure 

I he executives whose names appear 
on these pages form almost a Blue 
Book of air media buying. 

Last year the 10 agencies they work 
for spent a combined total of over 
$841 million in radio tv — nearh 
50% of all the national advertising 


J. Walter Thompson 


Arthur Porter 


B. P. Jones 


I'll Hip Birch 

Jack Greene 

B. P. Jours 

Ruth Jones 

Thomas Glynn 

Bobert Lililen 

Daniel E. Char* 

Ann Wright 

(Mrs. II. Y. Anderson) 


(35 or more) 




William C. Dekker 


John CrandaU 

William Fricke 

Alfred San no 

Thomas Swick 


Thomas Corey 
John Horvath 

Ted Kelly 
Murray Boffis 


William Frami 
Seymour Gol<H.< 

John Morena 
William PeUens 
Jay Schoenfeld 




Young & Rubicam 


William E. Matthews 


Warren A. Bahr 

Frank Coulter 

(t. Kirk Greiner 

George Leithner 

Joseph St. Georges 

Charles Thomas Skelton 

Henry L. Sparks 


Richard Anderson 

Kay Broun 

Charles F. Buccieri 

William P. Bollard 

Seymour D rant eh 

Bobert Gleckler 

Frank Grady 

Bodney Holbrook 

Bobert Koicalski 

Thomas Lynch 

James Seal a 

Bussell A. Young 




Raymond E. Jones 




dollars that went into the air media. 
Each of these agencies had more 
than 850 million billings in radio/tv 
alone. Together they averaged 53% 
of their total billings in the electronic 
media (from 42% for BBDO and \. 
\\ . \yer to 80%- for Ted Bates! and 

Ted Bates 


Edward A. Grey 


WiUiam J. Kenrn 
William T. Kammerer 

Wi>tsto>i W. Kirch ert 
Martin J. Murphy 


Norman A. Cht sU e 

Albert Skolnik 
Christopher P. Lynch 

Bruce Small 
Edwin A. Kirschner 


Robert P. Engelke 


Henry Peterson 

Nathaniel Gayster 

Francis: K. Thompson 



the planning and buying responsibili- 
ties that rested on their media depart- 
ment executives would stagger the 
top echelon personnel in almost any 
type of corporation. 

Shown on these pages are the execu- 
tive levels of the media department 


BBDO Inc. 


[At sponsor presst i »> e . 

this post, formerly held 

by Fred Barrett, had not 

been filled.) 


William Beste 

Joe Harria 

Ted Meredith 

Herbert Maneloveg 

Richard Wright 

Mike Donovan 


Dick McKeever 
Ed Fieri 



organizations for the top agencies. 
Not mentioned by name are the 
men on the firing line — the more than 
200 timebuyers in these blue-chip 
shops, whose intimate, personal 
knowledge of radio/tv markets and 
facilities give their agency recommen- 

Benton & Bowles 


Lee M. Rich 


Hal Miller 
Bern Kanner 
Lee Currlin 
Milt Kiebler 
Don Harris 


Roger Clapp 

Tmn Mahon 

Rudy Maffei 
Hein: Lindt n 

John Collins 
Dave Wedeck 




23 JANUARY 1960 


dations meat, -utotance and purpose. 
In drawing up this list of media 
executives, SPONSOR had the complete 
cooperation of all agencies involved 
with tlic notable exception of Dancer- 
I it/gerald-Sample, who reported that 
it was "against policy"' to give out 
the names of media personnel. The 
D-F-S listing represents, therefore, an 
educated industry guess, rather than 
the official listing assembled by the 
agency itself. 

As to the extent of each agency's 
involvement in air media, JWT leads 
the parade w ith a 1959 total of $135.8 
million (49%) in radio/tv billing. 
McCann is second with S108 mil- 
lion (49% of total); Y&R third 
with $105 million (47.7%); Bates 
fourth with $85 million (80%) and 
BBDO fifth with $88 million (42%). 
Benton & Bowles, in 6th place had 
75.1 million in radio/tv (69%), 
Compton 864 million I 56% ) , Burnett 

58.6 million (51.8%), Dancer-Fitz- 
gerald-Sample $57 million (65%). 
N. W. Ayer $55 million (42%). 

Three of the top 10 agencies, Y&R. 
Bates and B&B, employ an all media 
buying system. The balance have 
either specialized buyers or a modi- 
fied "group buying"' structure. 

As of the time SPONSOR went to 
press, the top media spot at BBDO. 
formerly held by Fred Barrett, had 
not been filled. ^ 



Frank B. Kemp 


Walter Barber 

Julia Brown 

Henry Clochessy 


Maurice Sculfort 
Thomas Carson 


Bob Liddel 


Graham Hay 


(10 full buyers 
7 asst. buyers) 

Leo Burnett 


Thomas A. Wright, Jr 


John W. Setear 


Dr. Saymour Banks 


D. Arnold 
D. Coons 
G. Pfleger 
G. Stanton 
H. Tillson 


B. French 

B. Harmon 

G. Miller 

B. Oberholtzer 

D. Seidel 

G. Wilcox 





Louis T. Fischer 


Shelton Pogue 
Kenneth P. Torgerson 

Peter Triolo 
Robert A. Wulfhorst 


N. W. Ayer 


L. D. Farnath 


G. Burrows 


F. Car veil 

C. Gates 

W. Kane 

//. Badford 

B. Bourn 

I. Ziegler 





h j 


RADIO FARM DIRECTORS were key to U. S. Rubber farm footwear spot 
push. Testing product: WLW, Cincinnati's Bob Miller (r); farmer J. Conner 

^ U. S. Rubber stirs up farm footwear circulation with 
24-market radio push built around station farm directors 

^ Agency briefs salesmen, maps out merchandising 
tie-ins combining efforts of salesmen, dealers, stations 

^■ast fall U. S. Rubber called spot 
radio in on special assignment. Ob- 
ject: wider distribution and stepped- 
up sales for its U. S. Royal farm foot- 
wear in general, the higher-priced, 
"tempered" rubber four-buckle "arc- 
tic" boot in particular. 

Why radio? U. S. Rubber's agency, 
Fletcher Richards, Calkins & Holden, 
explained it this way to company 
salesmen : 

"Today, radio is the hour-by-hour 
bulletin board for 98% of the farm 
radio market. Radio gives the in- 
formation vital to running a farm- 
weather, crop news, commodity 
prices. Radio has timeliness, imme- 
diacy, local focus. Radio reaches the 
kitchen, porch, barn, car, farm truck. 
Truly, radio is the one essential 'im- 
plement" in selling today's farms!" 

Focal point of the 24-market, pri- 
marily mid-western push was the sta- 
tion farm director. "He is a man 
with outstanding local acceptance, 
and Ave wanted him on our side," 
says FRC&H account executive Dick 

Richards, discussing the radio cam- 

"YA ith farm director participation, 
we were in a good position to fire up 
the interest of our own salesmen and 
local dealers," continues Richards. 
"Retailers were taking the easier, 
low-price sale on staple arctics 
(tempered rubber models retail as 
high as SlOl and few if any were 
displaying this type of merchandise 
unless the snow was two feet high. We 
had to get those boots up from deal- 
ers' basements. 

The kit which FRC&H developed to 
orient U. S. Rubber salesmen on the 
farm footwear spot radio campaign 
contained merchandising and promo- 
tional tie-in ideas to be passed on to 
dealers and stations. Included were 
mats for farm newspaper advertise- 
ments, with space set aside for a pic- 
ture of the participating local sta- 
tion's farm director and his product 
recommendation; model in-store 
streamers and cards with farm direc- 
tor's picture and recommendation, 

and details for various contests, some 
involving both station and dealer, 
with a pair of boots as prize. 

In assembling the station lineup, 
FRC&H timebuyer Jim Kelley con- 
tacted the farm directors of all sta- 
tions slated for inclusion, described 
the plans and sounded them out on 
their willingness to deliver the farm 
footwear commercials personally. 
There was agreement from all but 
one on the initial list, and a substitute 
station was found for that market. 

The spot buy, which consisted of 
minutes, ran for approximately eight 
weeks, beginning 1 October in most 
markets, 15 October at the more 
southern points where winter arrives 
a little later. Announcements were 
aired in the vicinity of 6 a.m. or 
noon — farmer mealtimes — as part of 
farm information programs. Fre- 
quency averaged four per week. 

"Farm directors were more or less 
given carte blanche," points out Dick 
Richards. "We sent 10-second tran- 
scribed spot openers with rooster 
sound effects and introductory copy 
to be used as they wished. We also 
supplied them with several suggested 
copy approaches to serve as a pat- 
tern, plus detailed information about 
the product." 

The transcribed material consisted 
of a rooster's "Cock-A-Doodle-Doo," 
i Please turn to page 55) 


23 JANUARY 1960 


BIG MOMENT as Judge Van Nostran (c) draws WAND winner from cement mixer. Awaiting 
result (I to r): station's anncr. Ken Speck, woman's dir. Ann Baker, p.r. dir. W. L. Humphries 


^^ometimes, no matter how you 
play it, you just can't win! 

At least that's how it looked for 
station WAND, Canton, 0., at the cli- 
max of their "Giant Christmas Stock- 
ing" promotion last month — an event 
so carefully planned and timed, it 
turned out to be one of the station's 
most successful, if surprising, pro- 
motion ventures. 

In cooperation with 26 local IGA 
Stores who sponsored the event, 
WAND built a giant Christmas stock- 
ing made of glass and wood, stuffed 
it with $1,200 worth of groceries, a 
variety of prizes and up to $100 a 
month for a year from the IGA store 
of the winner's choice. All this would 
go to the lucky person whose name 
would be drawn first. 

There were over a hundred other 
prizes in store ranging from water 
^kii^ to $25 <iift certificates to theater 

Contest entry was made simple and 
inviting. Interested parties had only- 
op in at one of sponsor's stores, 
fill out an entry blank and drop it 
into ing placed nearby. As an 

added incentive, the station set no 
limit on the number of entries one 


person could cram into the stocking. 

The day of drawing neared. Excite- 
ment mounted. Unlike most contests, 
each contestant in this case stood 
more than a one in 50,000 (total 
number of entries) chance of win- 
ning. He stood maybe two in 50,000: 
or 10; or 50. 

Held in a local square on Decem- 
ber 21, 1959, the drawing was picked 
up by WAND for remote broadcast. 
In the midst of today's payola palav- 
er, WAND station management took 
extra precaution against charges of 
a "fix" by hiring a cement Readi-Mix 
Truck to "mix" the entries. Suspense 
grew as Judge Paul D. Van Nostran, 
selected to draw the winners, stepped 
up to the mixer and proceded to call 
minor prize winners first. 

There was a five-minute break to 
allow for the tabulation of winners' 
names and addresses, after which all 
remaining entries got a final tossing 
around bv the mixer. Then came the 
big moment. Judge Van Nostran 
called out the winner of first prize. 

Who was it? 

Nick Barry, manager of WTIG, 
Massillon, 0. — WAND's biggest com- 
petitor. ^ 


^ Bert Maher, manager of 
Eavey's in Fort Wayne, runs 
world's biggest food mart 

^ He believes in tv, tough 
competitive sell, grosses 
about S13 million annua IK 

tvery week, some 60,000 food 
shoppers pass through the check-outs 
at Eavey's supermarket in Fort 
Wayne, Indiana, drawn by a store 
manager who is something of a 
genius in marketing foodstuffs and 
by the appeal of a medium which, 
as he puts it, "shows a housewife not 
only how fresh the celery is, but how 
crisp it sounds when it's snapped." 
Nearly one-third of these 60,000 
food shoppers are suburbanites and 
"exurbanites" living as far as 50 
miles away. What brings them to 
this single supermarket are 18 one- 
minute tv commercials a week, many 
delivered by the supermarket man- 
ager himself. 

The manager is Bert Maher, who 
believes that television has it all over 
newspapers in making foods attrac- 
tive through demonstration and in 
reaching the exploding suburban 
population. What's more, he is 
enough of a veteran of the rough- 
and-tumble supermarket business to 
have gained the savvy and confidence 
to make tv his prime medium. Maher 
has been in the food business all his 
life, was named assistant sales man- 
ager of the 150 stores of the Kroeger 
Cincinnati area at the age of 26, has 
run Eavey's in Fort Wayne since it 
opened in 1956. 

"We like to tell people about our 
delicious food products," says Maher. 
"They compare in quality with those 
of our competitors and we have them 
at lower prices. You can tell people 
this in the newspapers, but so does 
every competitor. So it doesn't 
register for any depth. In other 
words, I don't feel that you can 


23 JANUARY 196 






get "heard' in the newspapers. 

"Newspapers," Maher continued 
"are like billboards. You can get 
across one or two big ideas. But in 
television you can tell, demonstrate 
and appeal. People, in most cases, 
don't read the fine print in the news- 
paper ads." 

As a matter of fact the only time 
shoppers get a chance to read an 
Eaveys ad is once a week, when 
Maher runs a single page in the two 
(single-ownership) Ft. Wayne papers. 
But every Wednesday. Thursday and 
Friday night, television viewers can 
watch an Eaveys-sponsored quarter- 
hour newscast at 6:30 p.m. on 
WANE-TV and another on WKJG- 
TV at 11 p.m. This tv campaign 
(sponsor estimates its cost at more 
than $3,000 monthly) is the main- 
spring of Eavey Supermarkets adver- 
tising and merchandising strategy. 

Significant is the fact that this 
strategy developed by Maher and his 
Ft. Wayne ad agency, Willis S. Mar- 
tin Co., Inc., has proved that tv can 
draw heavy customer traffic from a 
great distance to a single food market 
in a single location. Also significant 
is the amount of money these cus- 
tomers leave behind. Average week- 
ly food sales at Eavey 's are estimated 
at SV2 million or a gross of about 
$12 million a year. 

Considered the largest food super- 
market in the world, almost all of 
Eavev's 80,000 square feet (about two 
acres I of floor space devoted to 
foods and household products. On 
the premises is its own bakery, ice 
cream manufacturing plant, butcher 
shop, delicatessen and a three-story 
coffee roaster. It is not uncommon on 
any shopping day to find Eave\ s 15 
check-out aisles jammed and its 1,000- 

car parking lot overflowing. 

Behind this gigantic operation is 
the tough, competitive thinking of 
Maher. "In tv, there's a tremendous 
visual appeal," he says. "I don't 
know of a better way to show fresh 
meats, luscious grapes." 

How tv can demonstrate a food 
better than any other medium can 
was pointed up by Maher some 
time ago. The food product was 
frozen boysenberries, a sluggard in 
sales in the Ft. Wayne area. The 
boysenberries were bought along 
with volume purchases of corn, peas, 
raspberries and French Fried pota- 
toes. They were packaged and frozen 
in two-pound sacks, a process that is 
termed "free-flowing" and permits 
the housewife to use as much or as 
little as she needs for a meal, the re- 
mainder being resealed and shoved 
back into the freezer. Everything 

TOUGH TO COMPETE WITH: In the food supermarket business all his life, Bert Maher, manager of Eavey's in Ft. Wayne, brings to his role all 
the savvy that permits him to be a non-conformist. So he makes tv his prime medium instead of newspapers, and does his own commercials 






STOBf »' 



Eavey commercials on 
W tNE-TV and It K JC- 
ll stress such talking 
points as giant coffee 

roaster (at right). 1.000- 
cY7r parking lot (below). 
") on get 'heard' on tv" 
says Maker. Which is the 
reason newspapers plav 
only a minor part in 
Eavey* s advertising, while 
hulk goes to television 

sold well except the boysenberries. 

\t this point. Maher decided the 
only reason boysenberries weren't 
selling was because nobod\ know 
what to do with them. So he took the 
case to his tv audience through the 
tv commercials on the newscasts. 
Maher personally demonstrated how- 
to use boysenberries in pancakes and 
pies, on cereals, salads and ice 
creams. By now. boysenberries have 
become one of the most popular froz- 
en food items at Eavey 's. 

'"Before we told the people about 
boysenberries on tv." sa\s Maher. 
"there weren't enough sold in Ft. 
Wayne to fill your hat We appealed 
to the famih shopper and sold the 
idea by demonstration." 

Maher brings to his t\ commer- 
cials much more than demonstration. 
"Only thing I've got to watch out 
for." he says, "is never to use high 

pressure."" But he does use sugar- 
coated "hard-sell." In the competi- 
tive field of food sales, the salesman 
can never lose track of his function. 

In every Eavey "s newscast there are 
three commercials, each a minute in 
length. \^ hether by pure design or 
partial accident, they have tied up in 
a single package the whole super- 
market marketing concept. 

In every newscast, each of the three 
commercials covers a single front. 
Here is how they break down by t\ pe, 
and the Martin agency writes them 
just this waj : 

i 1 i Institutional commercial. 

i 2 i Specials and coupons. 

i 3 i A comparison commercial. 

In the case of the institutional com- 
mercial I which might talk about the 
market's complete delicatessen, park- 
ing facilities or that three-story coffee 
roaster i the object is to create what 

supermarkets across the country are 
beginning to look for — an image. 
"I\ i:i\es us a chance." >a\s Maher, 
"to develop the personality of the 
store. This is a big store, and with 
myself and the Eavey girl I latter is a 
carbon copj of the store's check-out 
clerks, dressed in a blue pinafore and 
Dutch-maid cap) doing the tv com- 
mercial*, it enables me to meet more 
of our customers than I could hope 
to otherwise. Throughout a regular 
shopping day. main customers stop 
me in the store and greet me as a 
friend because they've seen me on tv. 
\ ou just can't get that friendlv in a 
newspaper ad." he says. "But the t\ 
appearances help us create an image 
for our slogan — 'Friendlv in a big 
way." "" 

W hen one mentions "image" in 
supermarket circles, the first thing 
that comes to mind is the private 
label. Here's what Maher feels about 
the private label vs. national brands: 
"In the case of the private label, price 
is not the big issue. The private label 
is more for identification. \ou want 
to tie the people to the label and in- 
sure their return to your store. \» 
for the national brand. Maher's views 
are very realistic. "We want an item 
in public demand." he says. Bv imp- 
lication, if the national manufacturer 
hasn't advertised it to this point, the 
supermarket has no need for it. 

Here's a typical excerpt from an 
Eavey's institutional commercial: 
"Have you heard the latest? Eavey's 
are now bringing you controlled 
quality in beef, packaged under the 
exclusive Swift Premium label. . . 
Eavey's now have a brand new Swifts 
beef program that offers vou the 
finest beef vou can buy at am price. 
Beef you can truly believe in. . . . Just 
10 cattle out of a hundred qualify to 
meet the rigid specifications . . . only 
the top three cattle qualifv for sale at 
Eavev's under the Swifts Premium 
label.' . ." 

The "specials and coupons" com- 
mercial is a specific sell for a specific 
item or items. Here's a quote from 
one that ran in the Hallowe'en sea- 
son: "Saturday is October 31st and 
you know what that means. . . . All 
the young spooks and goblins will be 
rapping at \ our door. . . . These 

i Please turn to }>age 65 » 



23 JANUARY 1960 

Issued every 6 months 






§\nother six months and another semi-annual 
Index covering the articles that hare appeared on 
sponsor's pages during the final six months of 
1959. In it you'll find all the familiar classifica- 
tions and sub-classifications that have helped you 
to use our previous Indexes. And a few changes — 
neu case history categories, the appearance of 
tape in conjunction with film, to name a couple. 
The Index starts on this page, runs consecu- 
tively to page 48, with headings arranged in al- 
phabetical order, sub-headings in chronological 
order, for readers' quick and easy reference. 

^ here there's smoke there's sure to be radio 

Candy Lnited Nations is sweet on U. S. tv 

Bristol-Myers hurls challenge at radio's d.j.'s 

Spot tv wins new $300,000 camera sponsor (Revere) 
Was it just an accident? I Liebman, of Rheingold) 

Wall Street looks at air media's top 25 

Here's net lineup of sports shows, advertisers for 

'59-"60 (chart) 

P&G revisited I McMillin) _ 

Current daytime tv clients ( chart i 

Food boom turns chains to radio 

Autos at the crossroads: part I 

Autos at the crossroads: part II (Chevy) 

Here comes the big tv toy parade 

Corning I Glass Co.) test-markets a tv push 

Clark Oil takes top radio award 

Retail advertising: part I (Macy's) 

A hell of a burden on the advertiser (Al Brown. 

A N A ) 

4 July p. 30 
11 July p. 43 
18 July 
18 July 

1 Aug 

8 Aug 

p. 35 

p. 40 

p. 40 

p. 31 

15 Aug. p. 32 
12 Sept. p. 14 
12 Sept. p. 33 
19 Sept. p. 31 
26 Sept. p. 31 
3 Oct. 
10 Oct. 
10 Oct. 
17 Oct. 
31 Oct. 

p. 29 

p. 31 

p. 37 

p. 36 

p. 32 

Sponsor Asks: How can advertisers best use spe- 
cialized radio? 

Are sponsors stinkers? (McMillin) 

For clients: year of spending 

How to pre-sell radio 'tv: part I 

How to pre-sell radio tv: part II 

How to pre-sell radio tv: part III 

How to pre-sell radio tv: part IV 


7 Nov. p. 34 

12 Dec. 
19 Dec. 
26 Dec. 
17 Oct. 
24 Oct. 
31 Oct. 
14 Nov. 

p. 50 

p. 14 

p. 32 

p. 37 

p. 34 

p. 37 

p. 42 

Newsmaker: John H. Childs, gen. mgr., sis. prom., 

Texaco 15 Aug. p. 4 

Newsmaker: Ralston H. Coffin, v. p. for advertising, 

RCA 29 Aug. p. 4 

Newsmaker: William A. Blount, pres., Liggett & 

Myers 31 Oct. p. 6 

Newsmaker: Henry M. Schachte, retiring pres., 

ANA 7 Nov. p. 4 

Philip Liebman: Rheingold's ad-savvy chief 14 Nov. p. 36 

Xeusmaker: Donald S. Frost, new chrmn., ANA 21 Nov. p. 6 



Sponsor Asks: How can agencies capitalize on local 

program promotion? 

Radio research — are admen wrong about it? 

BBDO's big media shakeup 

Look here you agency guys 

Ruckus over tv hour shows 

Spot radio's time is now. say station, agency men„_ 
Sponsor Asks: How can agencies make inter-media 

4 July 
11 July 
25 July 
25 July 

1 Aug. 

1 Aug. 

p. 48 

p. 29 

p. 31 

p. 38 

p. 33 

p. 38 

comparisons? 29 Aug. p. 52 

Sponsor Asks: Should wTiters specialize or work in 

all media? 12 Sept. p. 54 

Chicago agencies up air budgets _ 19 Sept. p. 35 


23 JANUARY 1960 


Burnett simplifies t\ tape buying 26 Sept. p. 35 

Birth pains of a new tv campaign (OHM) 26 Sept. p. 38 

NL&B's new 3-way radio tv set-up 3 Oct. p. 41 

Seller's Viewpoint: Norman Boggs, KHJ ..... 3 Oct. p. 80 

\ in exurbia: the Henderson operation 10 Oct. p. 34 

How agencj people rate the reps 17 Oct. p. 41 

Seller's I iewpoint: Bob Me Andrews, KBIG _ 17 Oct. p. 86 

Media men. they're -till underpaid 31 Oct. p. 30 

Sponsor Asks: What should stations know ahout 

youi agency? part I 7 Nov. p. 46 

Report to a client on videotape (Compton) _ 14 Nov. p. 33 

Adman dreams dreams of 1979 (Geo. Ketchum: 

Ketchum, MacLeod & Grove) 14 Nov. p. 45 

Sponsor Asks: What should stations know about 

your agency? part II 14 Nov. p. 48 

Musical -ell heads for high "C" 5 Dec. p. 30 

Seller's Viewpoint: Ed Mullinax, WLAG 5 Dec. p. 68 

Big stew on Madison Ave. (C&W) 12 Dec. p. 38 

Seller's Viewpoint: Robt. Rounsaville, Rounsaville 

Stations 19 Dec. p. 68 

For agencies: year of mergers 26 Dec. p. 32 


Newsmaker: Norman B. Norman, pres., NC&K 11 July p. 6 

BBDO's six new media heads _ 25 July p. 32 

Man behind the mergers (Robt. C. Durham) _ 1 Aug. p. 34 

Newsmaker: Alfred L. Hollender, exec, v.p., Grey 

Advertising 8 Aug. p. 6 

Newsmaker: Donald E. West, pres., Donahue & Coe 5 Sept. p. 6 

Ben Duffy comes back (BBDO) 12 Sept. p. 36 

Newsmaker: Leo Burnett, bd. chmn., Leo Burnett 

Agency _ 12 Dec. p. 10 

Leo was misquoted: here is what he said about 

magazines 12 Dec. p. 36 

Farewell to a wonderful gal (Gert Scanlan, BBDO) 19 Dec. p. 36 


Marketing's a 'must' for savvy timebuyers 11 July p. 36 

Yes, Virginia, timebuyers listen to radio ._ 18 July p. 41 

Sponsor Asks: What should timebuyers know about 

your market? _ _ 17 Oct. p. 50 

Tv spot buyers tell why 24 Oct. p. 27 

Buyer Sweeney goes to Chicago 21 Nov. p. 34 



Let's grOM cold together: a poem by Ted Smith 

(Adam Young, Inc.) 4 July 

The FCC: father, doctor, or foe? (Csida) 25 July 

Flurry at Foley Square (McMillin) 1 Aug. 

Ruckus over tv hour shows 1 Aug. 

They'll be pouring it on in sports this fall: part I 15 Aug. 

Easy way to strain air media's alphabet soup 15 Aug. 

Net tv shakes spot _ 22 Aug. 

Local sports on tv/radio challenges net audiences: 

part II 22 Aug. 

Sponsor Asks: How can broadcast attract more 

co-op money? 22 Aug. 

Hitcb your wagon to a pop star( Csida) 5 Sept. 

VI \'~ hii-li-hust supermarket test 5 Sept. 

Hot questions media men want answered 5 Sept. 

TIO. a statesmanlike start (Csida) 19 Sept. 

The Sarnoff reply to Harper's 26 Sept. 

\utos at the crossroads: part I 26 Sept. 

In and Out on Madison Ave. (Eugene F. Trivell, 

Donahue & Coe) 26 Sept. 

Seller's Viewpoint: Cecil Woodward, WEJL ... 26 Sept. 

Vutos at the crossroads: part II 3 Oct. 

'We mu^t rediscover the individual man' 3 Oct. 

■ t looks at radio/tv potential (A. MacLeish) 10 Oct. 

dnt: Ervin F. Lyke, WVETAM&TV 10 Oct. 

Bombshell for tv rates (CBS TV) ...... 17 Oct. 

That quiz show mess (McMillin) 24 Oct. 

p. 38 
p. 20 


p. 36 


p. 40 

p. 88 

p. 29 

p. 36 

p. 42 

p. 76 

p. 33 

P- 9 

A new, cleaner face for tv? (Csida) 

Sponsor Asks: How can stations streamline their 

rate cards? 

Setter's Viewpoint: R. C. Embry, WITH 

Spot (tv/radio) tops a billion in '59 

Sellers Viewpoint: Alvin D. Schrott, WJ AC-TV 

Mail call (Csida) 

Not bastards or charity boys (McMillin) 

How the ANA feels about tv responsibility 

Sponsor Asks: What was your reaction to the BPA 


Seller's Vieivpoint: C. L. Thomas, KXOK 

When is a tv commercial phony? _ 

Self-regulation — yes, but how? (McMillin) 

Local radio: shadow over newspapers 

How to get big ideas in radio/tv (Samm S. Baker) 

NAB's tv code for commercials 

Leo was misquoted; here is what he said about 


Along Ad Row with pack and sleigh 

Are you sure you need visuals? 

Sponsor Asks: How will you program under the 

new NBC network radio format? 

Amid the tumult — some facts (Csida) 

Farewell to 1959: Report on an explosive year.. 

Newsmakers of the Year 

Seller's Viewpoint: Tom Jones, WJIM 


Newsmaker: Edward J. DeGray, pres., ABC Radio 
Newsmaker: Mike Rosenberg, originator of Hemi- 
sphere TV Corp 

Newsmaker: Julius Barnathan, v.p. for affil. sta., 


Whither Joe Culligan? 

Newsmaker: Oscar Katz, v.p. of net progr., CBS 


Newsmaker: William S. Paley, chmn. bd., CBS 

Newsmaker: Fred Rabell, mgr. & owner, KITT 

Newsmaker: Louis Hausman, dir., TIO 

Como — crooner with portfolio (Csida) 

Newsmaker: William S. Hylan, v.p. sis. admin., 


Newsmaker: Donald W. Coyle, v.p. intern'l div., 


Newsmaker: Harold E. Fellows, pres. & chmn., NAB 
Newsmaker: C. Wrede Petersmeyer, pres., Corin- 
thian Bdcstg. Corp. 

Newsmaker: Joseph H. Ream, v.p. program prac- 
tices, CBS TV 

Hugh Beville: v.p. for crystal-gazing (NBC) 

Newsmaker: James T. Aubrey, Jr., pres., CBS TV 

NAB names McCollough its 'Man of the Year' 

Newsmaker: John Karol, v.p., dir. special projects, 
net tv sis., CBS TV .... 

Ra<lio/Tv Case Histories 

31 Oct. p. 10 

31 Oct. 
31 Oct. 

7 Nov. 

7 Nov. 
14 Nov. 
21 Nov. 
21 Nov. 

21 Nov. 
21 Nov. 
28 Nov. 

5 Dec. 

5 Dec. 

5 Dec. 

5 Dec. 

12 Dec. 
19 Dec. 
19 Dec. 

19 Dec. 
26 Dec. 
26 Dec. 
26 Dec. 
26 Dec. 

p. 51 

p. 70 

p. 31 

p. 78 

p. 13 

p. 23 

p. 31 

p. 50 

p. 87 
p. 29 
p. 12 
p. 27 
p. 38 
p. 40 

p. 36 
p. 32 
p. 37 

p. 48 
p. 14 
p. 27 
p. 29 
p. 68 

4 July p. 10 
18 July p. 6 

25 July 

25 July 

22 Aug. 
19 Sept. 

26 Sept. 
3 Oct. 
3 Oct. 

p. 4 
p. 34 


10 Oct. p. 4 

17 Oct. p. 8 

24 Oct. p. 4 

14 Nov. p. 4 

28 Nov. 
28 Nov. 
19 Dec. 
19 Dec. 



26 Dec. p. 6 

Local radio/tv sells prefabricated houses (Home 

Installation Co.) 4 July p. 35 

How Cal Fame grapples with giants (frozen juice) 12 Sept. p. 46 
How to make a radio/tv marriage (Okla. Tire & 

Supply) 14 Nov. p. 40 

Bank branches out with tv/radio (Nat'l Bank of 

Detroit) 21 Nov. p. 42 

How an old-line firm battles the big boys (Dumas 

Milner) 19 Dec. 


Where there is smoke there's sure to be radio 4 July 

Here are air media's top 25, their finances & ad 

budgets (chart) 8 Aug. 

Estimated expenditures: top 25 advertisers: 2nd 

quarter, 1959 - 29 Aug. 

Gross time billings by time of day 29 Aug. 

p. 34 

p. 30 

p. 32 

p. 42 

p. 42 



23 JANUARY 1960 

Tv income: multi-station markets 5 Sept. 

Detroit moves into heavier ad budget (chart) 26 Sept. 

Tv billings climb 17.3% in first half 1959 over 1958 26 Sept. 

Spot tv's top 100 26 Sept. 

Spot tops a billion in '59 _ 7 Nov. 

How much do you know about spot radio costs? 14 Nov. 

Toiletries spending in tv (chart) 21 Nov. 

Over 25% in spot tv 20 leading advertisers: 3rd 28 Nov. 

quarter 1959 19 Dec. 

Top 50 air agencies in 1959, their radio/tv billings 26 Dec. 


p. 60 

p. 31 

p. 38 

p. 82 

p. 40 

p. 64 

p. 34 



Should you pre-score your tv commercials? 11 July p. 40 

Philosophers yet (McMillin on Chock full o' Nuts) 18 July p. 8 

The world's a stage for Oasis (cigarettes) 18 July p. 32 

The institutional sell (McMillin) 15 Aug. p. 22 

"When to use humor in tv commercials (Arthur 

Bellaire) 5 Sept. p. 34 

Is video tape best for tv commercials? 12 Sept. p. 40 

Tests show 8 reasons why commercials fail 19 Sept. p. 40 

Laxatives, deodorants, bras and girdles (McMillin) 10 Oct. p. 14 

Clark Oil takes top radio award 17 Oct. p. 36 

Top 10 radio campaigns in Blair poll of commer- 
cials _ 17 Oct. p. 36 

Tv spot buyers tell why '_ 24 Oct. p. 27 

Seller's Viewpoint: Donald P. Campbell, WMAR-TV 14 Nov. p. 92 

When is a tv commercial phony? 28 Nov. p. 29 

Musical sell heads for high "C" 5 Dec. p. 30 

189 big spenders use magic of 8 sec. I.D.'s 12 Dec. p. 45 


Selling time with tv tape 18 July p. 38 

Sponsor Asks: Is there a real film-tape conflict? 25 July p. 46 

Newsmaker: Ampex Videotape, Ampex Corp 1 Aug. p. 4 

Meet Mr. Ziv (Fred Ziv, bd. chmn., Ziv Television 

Programs, Inc.) 29 Aug. p. 31 

Newsmaker.: Jerome Hyams, gen. mgr., bd. mem- 
ber, Screen Gems-Columbia Pictures 12 Sept. p. 6 

Is video tape best for tv commercials?... 12 Sept. p. 40 

Sponsor Asks.: Is tv tape effecting long-term sav- 
ings? 19 Sept. p. 46 

Burnett simplifies tv tape buying 23 Sept. p. 35 

Sponsor Asks: What's new in film commercial tech- 
niques _. _ 24 Oct. p. 62 

Syndication's big fringe benefits 7 Nov. p. 42 

Report to a client on video tape 14 Nov. p. 33 

Why big utility men turn to syndicated tv film 

shows 28 Nov. p. 38 

If you're new in video tape (John Sallay, F&S&R) 12 Dec. p. 46 

Film and tape: no answer yet _. 26 Dec. p. 36 

Telepulse ratings: top spot film shows 1 Aug. p. 48 

Telepulse ratings: top spot film shows 29 Aug. p. 50 

Telepulse ratings: top spot film shows _ 26 Sept. p. 62 

Telepulse ratings: top spot film shows 10 Oct. p. 50 

Telepulse ratings: top spot film shows 7 Nov. p. 62 

Telepulse ratings: top spot film shows 12 Dec. p. 54 


Spot tv for the era of vanishing salesmen 11 July p. 33 

Marketing's a 'must' for savvy timebuyers 11 July p. 36 

$100,000 re-run for a 1936 jingle (Chateau Martin) 11 July p. 42 
A dollar-and-sense approach to radio/tv merchan- 
dising (Carl H. Vogt) 18 July p. 42 

Sponsor Asks: What makes a good test market 

campaign? 8 Aug. p. 54 

How three other auto products use radio (chart).... 22 Aug. p. 42 

Corning (Glass Co.) test-markets a tv push 10 Oct. p. 37 

Megatown: market of today 7 Nov. p. 39 

Big boom brews up toiletries battle _ 21 Nov. p. 38 

Blue Ribbon Radio Series: Chevy sells a big pack- 
age: part I 1 Aug. p. 29 

— Jet-speed radio for Nat'l Airlines: part II 8 Aug. p. 36 

— Mogen David puts 50% into radio: part III 15 Aug. p. 35 

— Alemite puts all in radio: part IV 22 Aug. p. 39 

— Why Gillette is expanding radio: part V 29 Aug. p. 35 

— Iced tea heats up 29 markets (Tea Council) : 

part VI 5 Sept. p. 36 


Sponsor Asks.: How can agencies capitalize on local 

program promotion? _ 4 July p. 48 

$100,000 re-run for a 1936 jingle (Chateau Martin) 11 July p. 42 
A dollar-and-sense approach to radio/tv merchan- 
dising (Carl H. Vogt) 18 July p. 42 

U. S. Marines capture Florida radio station 

(WPDQ) 25 July p. 45 

Community Club gets grins (WITH) __ 22 Aug. p. 39 

Radio, and radio only, fills up Florida theatres 

(WCKR) 22 Aug. p. 45 

Sponsor Asks: Is public service programing salable? 5 Sept. p. 44 
Does promotion need more real advertising savvy? 

(Herman Land, Corinthian Bdcstg. Corp.) 31 Oct. p. 37 

Why retailers are using new tv ad patterns: part II 7 Nov. p. 36 
Food chain serves tv menu to employees first 

(Royal Castle) 28 Nov. p. 42 

How to pre-sell radio/tv: part I 17 Oct. p. 38 

How to pre-sell radio/tv: part II .. 24 Oct. p. 34 

How to pre-sell radio/tv: part III 31 Oct. p. 37 

How to pre-sell radio/tv: part IV 14 Nov. p. 42 



Get your salesmen into home this way (Renaire 

Food Corp.) 29 Aug. 

How Presto put pressure on 12 Dec. 


New price laws bring change in auto pitch (Ladd 
Ford) ..._ - 4 July 

Armstrong (Rubber Co.) tightens its grip with 

spot tv 5 Sept. 

Plymouth dealers love radio on wheels 7 Nov. 

How to make a radio/tv marriage (Okla. Tire & 

Supply) 14 Nov. 

Clothing & Accessories 

How Reis tailors tv underwear (Robt. Reiss & Co.) 29 Aug. 

Tv supports Supp-Hose better (support hosiery) 17 Oct. 

So I went on the air myself (Austin Burke, 

clothier) - - 24 Oct. 

Snowstorm plus radio = shoe sales (Schiff Shoe 

Store) 5 Dec. 

Drugs and Cosmetics 

p. 41 
p. 43 

p. 32 

p. 40 

p. 44 

p. 40 

p. 40 

p. 46 

p. 30 

p. 36 

p. 36 
p. 44 
p. 33 

p. 41 

3,000 wedge for shelf space (Cheramy, Inc.) 25 July 

Why Mennen picked radio for men 17 Oct. 

Mennen gets surprise dividends from radio 31 Oct. 

Financial and Insurance 

Glamour switch ups loans (Thorpe Finance) 15 Aug. 

$210,000 for tv's 7 a.m. audience (Inc. Co. of North 

America) — 22 Aug. 

How radio gives zip to stocks (Boettcher & Co.).... 3 Oct. 
Bank branches out with tv/radio (Nat'l Bank of 

Detroit) 21 Nov. 

Radio play-by-play rockets loans (Gen. Finance 

Corp.) — 12 Dec. 

Food and Beverages 

Franks with an image, thanks to radio (Peet Pack- 
ing Co.) _ - 4 July p. 34 










23 JANUARY 1960 


Spol i\ glamorizes good old Ball (Leslie Salt Co.) ... 11 July p. 38 

Hometown Com wins space battle (John Cope Co.) 25 July p. 44 
llou Wilson packs three punches per day (Wilson 

* Co.) 8 Aug. p. 38 

What? Sponsor a fire'.'' I Calif. Frozen Juice) 15 Aug. p. 40 

Wh> Lite Diet (bread) pre-sells its tv on the road 19 Sept. p. 39 

Merkel finds new quality markets (meat packer).... 26 Sept. p. 42 

Taystee Breads new Tin Pan Alley sell 3 Oct. p. 40 

II..H radio got more elbow room for chickens 

I Yil"l Broiler Council) 10 Oct. p. 42 

Tetley's tastes best with spot radio (tea) 21 Nov. p. 40 

Dinner-Redy gets off the ground (Lever Bros.) 28 Nov. p. 34 


Local radio tv sells prefabricated houses (Home 
Installation Co.) _____ _ 4 j u]y p 35 

Fewer inquiries sell more Iowa pre-fabs (Perfec- 
tion Homes) . 19 Sept p 44 

Hadco Homes go up faster with tv (Hadley & Son 
Lumber Co.) 5 Dec p 5 


Retailers cash in with tv tape 15 Aug. p. 44 

What Macy isn't telling Gimbel: part I 31 Oct. p. 32 

Why retailers are using new tv ad patterns: part II 7 Nov. p. 36 
Hess draws battle lines with radio (Hess Bros. 

Dept. Store) . 14 Nov _ p 46 

Soaps and Cleansers 

How radio won more shelf space for Wipe Away 

(cleanser) 19 gept p u 

How an old-line firm battles the big boys (Dumas 

Milner) 19 Dec. p. 34 


Spot tv wins new $300,000 camera sponsor (Revere) 18 July p. 40 
Yellow Pages, Chicago style (Reuben H. Don- 
nelly Corp.) .. 25 July p. 40 

W hat it takes to sell convertible sofa beds (Riviera) 1 Aug. p. 36 

What? Sponsor a fire? (White Front Stores) 15 Aug. p. 40 

Grosset (& Dunlap) sells books like drugs 12 Sep^t. p. 42 

Why advertisers climb aboard Knickerbocker's tv 

schedules .... 3 0ct . p. 38 

10 years with radio, a $4 million business (Music 

_ Ci ^ ) - 17 Oct. p. 47 

Gas Co. runs radio marathons (Laclade Gas Co.).... 31 Oct. p. 36 


Why the 'quiz panel' shows are tv staples 4 July 

Tv is rocking with specials _ 18 July 

What'll you have, baseball or politics (Csida) .... 8 Aug. 

They'll be pouring it on in sports this fall: part I.... 15 Aug. 

Local sports on tv/radio challenges net audiences: 

part II 22 Aug. 

Tv news: here's what makes a hot local show 19 Sept. 

Sponsor Asks,: Which is better S.I., specials or 

regulars? _ 3 Qct 

Sponsor Asks: What are recent trends in kid show 

programing? _ _ 10 Qct 

Why big utility men turn to syndicated tv film 

shows _._.. 28 Nov. 

sponsor Asks: How much should station sales af- 
fect programing? 5 Dec _ 

Quality programing"— myth or must? (Csida) ...... 12 Dec. 

What's behind the boom in tv kid shows? 12 Dec! 

Bristol-Myers hurls challenge at radio's d.j.'s 

Sponsor Asks: Is the personality d.j. craze on the 

























Sponsor Asks: What's in store for fall radio? 

Indies rate high in top markets (Adam Young) 

Sponsor Asks: Are ratings helping or hurting 


Who said radio's dead? (Csida) 

Four out of 10 look like this (RAB study) _ 

How radio gets big audiences 

What radio says to me (Robt. Q. Lewis) 

Food boom turns chains to radio 

Clark Oil takes top radio award 

Radio '59: a Tulsa report 

Station rep challenges Tulsa radio comments 

How much audience duplication is there among 

radio outlets ? 

New data on adult radio preferences ........ 

Local radio: Shadow over newspapers 

Sponsor Asks: How can advertisers best use spe- 
cialized radio ? 

Radio: new record for spot 

Blue Ribbon Radio Series: Chevy sells a big pack- 
age : part I 

— Jet-speed radio for Nat'l Airlines: part II 

■ — Mogen David puts 50% in radio: part III 

— Alemite puts all in radio: part IV 

— Why Gillette is expanding radio: part V 

— Iced tea heats up 29 markets (Tea Council) : 

part VI 

— Blue Ribbon Radio users prove radio's range 
and power (summary) 

Radio Case Histories 

Look! Franks with an image, thanks to radio 

(Peet Packing Co.) 

Local radio/tv sells prefabricated houses (Home 

Installation Co. ) 

Yellow Pages, Chicago style (Reuben H. Don- 
nelly Corp. ) 

Hometown Corn wins space battle (John Cope Co.) 
Get your salesmen into home this way (Renaire 

Food Corp. ) _. 

Grosset (& Dunlap) sells books like drugs 

Fewer inquiries sell more Iowa pre-fabs (Perfec- 
tion Homes) 

How radio won shelf space for Wipe Away (clean- 

Merkel (meat packer) finds new quality markets 

Taystee Bread's new Tin Pan Alley sell 

How radio gives zip to stocks (Boettcher & Co.) . . 
How radio got more broiler room for chickens 

(Nat'l Broiler Council) 

Why Mennen picked radio for men 

10 years with radio, a $4 million business (Music 


Mennen gets surprise dividends from radio 

Gas Co. runs radio marathons (Laclade Gas Co.) 

Plymouth dealers love radio on wheels 

Hess draws battle lines with radio (Hess Bros. 

Dept. Store) 

Tetley's tastes best with spot radio (Tetley tea) 

Dinner-Redy gets off the ground (Lever Bros.) 

Snowstorm plus radio = shoe sales (Schiff Shoes) 

18 July p. 35 

18 July p. 46 

1 Aug. p. 50 

8 Aug. p. 42 

15 Aug. 
22 Aug. 
22 Aug. 
22 Aug. 

5 Sept. 
19 Sept. 
17 Oct. 

7 Nov. 
14 Nov. 

p. 46 
p. 22 
p. 35 
p. 46 
p. 33 
p. 31 
p. 36 
p. 43 
p. 41 



21 Nov. p. 36 

28 Nov. p. 41 

5 Dec. p. 27 

12 Dec. 
26 Dec. 


1 Aug. p. 29 

8 Aug. p. 36 

15 Aug. p. 35 

22 Aug. p. 39 

29 Aug. p. 35 

5 Sept. p. 36 

12 Sept. p. 38 

4 July 

p. 34 

4 July 

p. 35 

25 July 
25 July 

p. 40 
p. 44 

29 Aug. 
12 Sept. 

p. 41 
p. 42 

19 Sept. 

p. 44 

19 Sept. 
26 Sept. 

3 Oct. 

3 Oct. 

p. 44 
p. 42 
p. 40 
p. 43 

10 Oct. 
17 Oct. 

p. 42 

p. 44 

17 Oct. 

31 Oct. 

31 Oct. 

7 Nov. 

p. 47 
p. 33 
p. 36 
p. 44 

14 Nov. 

21 Nov. 

28 Nov. 

5 Dec. 

p. 46 
p. 40 
p. 34 
p. 36 

Radio Networks 

Who's Who at the radio nets 12 Sept. p. 44 



e there is smoke there's sure to be radio... 4 July p 30 

Kadio research, are admen wrong about it? 11 July p. 29 


Radio Basics 

Percent out-of-home listening adds to in-home in 
28 markets ..... 18 July p. 48 

Prime-time accounts for only 22% of weekly in- 
home listening 15 Aug. p. 50 


23 JANUARY 1960 

Spot Radio 

.n-home radio listening during summer hours.. _ 12 Sept. p. 49 

\verage hours radio usage per home per day 10 Oct. p. 52 

jght tv viewers are heavy radio listeners 7 Nov. p. 54 

low the in-home audience accumulates 5 Dec. p. 56 

Radio Results 

General merchandise, furniture, finance . . 25 July p. 48 

Appliances, travel, restaurant, printing 22 Aug. p. 68 

"oreign cars, furniture, auto repair, appliances 19 Sept. p. 50 

Houses, bank, furniture, household franchises 17 Oct. p. 49 

\ppliances, sewing machines, sports wear, mobile 

homes 14 Nov. p. 80 

New cars, department store, supermarket 12 Dec. p. 52 

1959 Radio Results: Annual Section 26 Dec. p. 37 

Let's grow cold together: a poem by Ted Smith 
(Adam Young, Inc.) 

4 July 
1 Aug. 

Spot radio's time is now, say station, agency men.... 

Spot radio's big twelve 5 Sept. 

How seven food majors use radio spot (chart) 19 Sept. 

How much do you know about spot radio costs? 14 Nov. 


Sponsor Asks: Are ratings helping or hurting radio? 15 Aug. 

ARB's set to catch all tv viewing 19 Sept. 

Sponsor Asks: With what would you replace the 

rating system? 26 Sept. 

Seller's viewpoint: Ben Hoberman, WABC 24 Oct. 

New research tools for radio/tv (Nielsen) 31 Oct. 

What's new in nose counting 19 Dec. 

p. 38 















'Selling time with tv tape (TvAR) 

18 July 

(Indies rate high in top markets (Adam Young) 8 Aug. 

How agency people rate the reps 17 Oct. 

Station rep challenges Tulsa radio comments 14 Nov. 

A eusmuker: Adam Young, pres., Adam Young, Inc. 5 Dec. 

Seller's Viewpoint: Bob Lobdell, Adam Young, Inc. 12 Dec. 



CBS TV research brews up a storm 4 July p. 27 

Where there is smoke there's sure to be radio 

(RAB) 4 July p. 30 

Radio research — are admen wrong about it? 11 July p. 29 

Spot tv for the era of vanishing salesmen (Katz)_... 11 July p. 33 

300 ways to up tv billing (TvB) 25 July p. 43 

Wall Street looks at air media's top 25 8 Aug. p. 31 

Indies rate high in top markets (Adam Young) 8 Aug. p. 42 

Four out of ten look like this (RAB) 22 Aug. p. 35 

How radio gets big audiences (from Air Media 

Basics) 22 Aug. p. 46 

Day vs. night tv audiences (from Air Media Basics) 5 Sept. p. 42 

Survey points when to run auto messages 12 Sept. p. 47 

Tests show 8 reasons why commercials fail 19 Sept. p. 40 

ARB's set to catch all tv viewing _ 19 Sept. p. 42 

Tv billings climb 17.3% in first half of '59 over '58 26 Sept. p. 37 

New storehouse of tv information (TvB) 3 Oct. p. 39 

Tv spot buyers tell why 24 Oct. p. 27 

Look who likes what music 24 Oct. p. 32 

New research tools for radio/tv 31 Oct. p. 27 

Megatown: market of today (WBC) 7 Nov. p. 39 

How much audience duplication is there among 

radio outlets? 21 Nov. p. 36 

New data on adult radio preferences 28 Nov. p. 41 

Musical sell heads for high "C" 5 Dec. p. 30 

189 big spenders use magic of 8-sec. I.D.'s (TvB) 12 Dec. p. 45 

What's new in nose counting 19 Dec. p. 39 


sponsor's new Air Media Basics (preview) 11 July p. 35 

sponsor's semi-annual Index: Jan. -June 1959 . 8 Aug. p. 43 

8th Annual Negro radio supplement 26 Sept. pt. II N.I. 

— Negro radio's clients 26 Sept. p. 5 N.I. 

— The advertisers: Negro radio is p.r. ad 26 Sept. p. 6 N.I. 


— How DCSS looks at Negro-Appeal radio 

for BM, Pharmaco 

— The stations: they're getting the business 26 Sept 
— The market: research has begun to flow .... 26 Sept 

— Negro radio basics 26 Sept 

— Negro marketing basics __ 26 Sept 

— Negro station profiles 26 Sept 

— Negro station programing 26 Sept 

8th Annual Farm radio and tv .. 24 

26 Sept. p. 9 N.I. 

— Revolution coming in farm radio? 24 

— Now in the works: biggest U.S. Farm market 

survey 24 

— No waste audience for this client 24 

— Farm audience basics 24 

— Farm market basics _ 24 

p. 10 N.I. 

p. 12 N.I. 

p. 17 N.I. 

p. 21 N.I. 

p. 26 N.I. 

p. 36 N.I. 
Oct. p. 36 
Oct. p. 38 

Oct. p. 40 

Oct. p. 42 

Oct. p. 43 

Oct. p. 48 



More teeth for the tv code (McMillin) 4 July 

CBS TV research brews up a storm _ 4 July 

A Swede and the Russ upset pay-tv cart (Csida) ... 11 July 

Should you pre-score your tv commercials? 11 July 

Candy United Nations is sweet on U.S. tv _ 11 July 

Sponsor Asks: Is your market ready for color tv?.... 11 July 

Look here, you agency guys 25 July 

300 ways to up tv billings 25 July 

These nationals have tv co-op plans or aids 25 July 

What'll you have, baseball or politics? (Csida) 8 Aug. 

Tv copy: is long better than short? 8 Aug. 

How to produce tv specials (Geo. Schaefer) 15 Aug. 

Must tv be lousey in the summer? (McMillin) 29 Aug. 

NTA's hush-hush supermarket test 5 Sept. 

Tv income: multi-station markets 5 Sept. 

Day vs. night tv audiences 5 Sept. 

Daytime tv: $440 million problem child 12 Sept. 

TIO, a statesmanlike start (Csida) 19 Sept. 

Tv news: here's what makes a hot local show 19 Sept. 

Tv billings climb 17.3% in 1st half '59 over '58 ..... 26 Sept. 

Birth pains of a new tv campaign ( Maxwell House) 26 Sept. 

Here comes the big tv toy parade 10 Oct. 

Seller's Viewpoint: Ervin F. Lyke, WVET AM and 

TV ___ 10 Oct. 

Baseball and brickbats (Csida) 17 Oct. 

How the ANA feels about tv responsibility 21 Nov. 

You push that tv bar down (Csida) 28 Nov. 

When is a tv commercial phony? 28 Nov. 

TvB unveils 'Exponential' _ _ _. 28 Nov. 

Sponsor Asks: How can tv improve its image? 28 Nov. 

Must tv be spanked and spanked and spanked? 5 Dec. 

What's behind the boom in tv kid shows? 12 Dec. 

Its British-type tv right for U.S.? 12 Dec. 

Color tv faces a bright '60 19 Dec. 

Tv: bloody but unbowed . . 26 Dec. 

Sponsor Asks: What effect has tv had on farm areas? 26 Dec. 

Tv Case Histories 

New price laws bring change in auto pitch (Ladd 

Ford) - - 4 July 

Spot tv glamorizes good old salt (Leslie Salt Co.) 11 July 

$100,000 wedge for shelf space (Cheramy, Inc.) _ 25 July 

What it takes to sell convertible sofa beds (Riviera) 1 Aug. 

How Wilson packs three punches per day < Wilson 

& Co.) 8 Aug. 

What? Sponsor a fire? (Calif. Frozen Juice; White 

Front Stores) - 15 Aug. 

Retailers cash in with tv tape 15 Aug. 

p. 22 
p. 27 
p. 12 


p. 40 

p. 38 

p. 14 

p. 32 

p. 41 

p. 42 

p. 33 

p. 10 

p. 36 

p. 37 

p. 38 

p. 31 

p. 76 

p. 18 

p. 31 

p. 10 

p. 29 

p. 33 

p. 48 



23 JANUARY 1960 

p. 32 

p. 38 

p. 36 

p. 36 

p. 38 

p. 40 
p. 44 


$210,000 foi tv's 7 a.m. audience ilns. Co. of North 

America i 22 Aug. 

How Reis tailors h underwear (Robt. Reis & Co.) 29 Aug. 
Armstrong (Rubber d>. » tightens its grip with spot 

t\ 5 Sept. 

\\ li\ I iic Diet (bread) pre-sells its tv on the road 19 Sept. 
Wh) advertisers climb aboard Knickerbocker's tv 

-i hedulea 

T\ supports Supp-Hose better (support hose) 

So I wenl on the air myself (Austin Burke, clothier) 

What Mary isn't telling Gimbel: part I _ 

Hadco Homes go up faster with tv (Hadley & Son 

Lumber Co.) 5 Dec. 

How Presto put pressure on (Presto appliances) ... 12 Dec. 

p. 44 
p. 40 


Spot tv's top 100 (advertisers) 26 Sept. p. (J) 

How many, how much? CBS TV Spot answers 10 Oct. p. 44 

Over 25% in spot tv 28 Nov. p. 40 

Seller's Viewpoint,: Art Elliot, CBS TV Spot Sis. .... 28 Nov. p. 74 



3 Oct. p. 38 

17 Oct. p. 46 

24 Oct. p. 30 

31 Oct. p. 32 



Tv Nets 

Why the "quiz panel" shows are tv staples 4 July 

Tv is rocking with specials ~ 18 July 

Ruckus over tv hour shows _ 1 Aug. 

Net tv shakes spot 22 Aug. 

Who's who at the tv nets 29 Aug. 

Bombshell for tv rates (CBS TV) 17 Oct. 

That quiz show mess (McMillin) _ 24 Oct. 

Network giants clash on Santa Claus Lane 5 Dec. 

p. 36 
p. 29 
p. 33 





p. 34 

Spot Tv 

Spot tv for the era of vanishing salesmen 

Spot tv wins new $300,000 camera sponsor (Revere) 

11 July 
18 July 



Tv Basics/Comparagraph 

Do web shows really mirror tastes? 4 July p. 39 

Comparagraph: 4 July-31 July 4 July p. 40 

Tv viewing level retains its peak 1 Aug. p. 41 

Comparagraph: 1 Aug. -28 Aug .... 1 Aug. p. 42 

A preview of net tv's fall lineup 29 Aug. p. 43 

Comparagraph: 29 Aug. -25 Sept 29 Aug. p. 44 

No rise in half-hour tv show costs 26 Sept. p. 43 

Comparagraph: 26 Sept. -23 Oct. _. 26 Sept. p. 44 

New tv shows at a glance: below par 31 Oct. p. 39 

Comparagraph: 24 Oct.-20 Nov. 31 Oct. p. 40 

Daytime viewing up 20% — Nielsen 21 Nov. p. 43 

Comparagraph: 21 Nov.-18 Dec 21 Nov. p. 41 

What's happening to net tv ratings? 19 Dec. p. 41 ; 

Comparagraph: 19 Dec-15 Jan. ._ 19 Dec. p. 42 

Tv Results 

Personnel, toys, sports, meat packer 18 July p. 44 

Transportation, auto accessories, autos, magazine 

circulation 8 Aug. p. 56 

Autos, donuts, real estate, finance 5 Sept. p. 50 

Furniture, fuel, lingerie, sports 3 Oct. p. 48 

Paints, toys, new homes, public utilities 7 Nov. p. 50 

Toys, new cars, mobile homes, banking __ 5 Dec. p. 42 j 


(Continued from page 33) 

tween 11 September and 6 November. 
Format is not set. A half hour pre- 
view on the Sunday preceding each 
convention is also included. 

What keeps Westinghouse in the 
political coverage arena, in spite of 
more than doubled costs? After two 
profitable excursions in 1952 and '56, 
company executives told sponsor, 
they feel Westinghouse would be 
missing a bet to relinquish a proven 
sales and image builder with which 
it is so strongly identified, using each 
political year to dig in more solidly 
with the same unchanging elements: 

(1) Image building. Leadership 
in research is a key feature of adver- 
tising by both Westinghouse and its 
arch rival, General Electric. In 1956, 
Westinghouse devoted 37V^% of its 
convention and election commercials 
to corporate image building, tied to 
it- General Industrial and Defense 
Products Division. To make sure it 
wasn'l shooting in the dark, the com- 
pany conducted a corporate image 
Btudy among 18,000 people in 1955 
and again after the 1956 convention. 
The question: "What company do 
you consider outstanding in re- 
h?" The number of Westing- 
house mentions in answer to this 

question in the 1956 study increased 
69.2% over the 1955 mentions. 

(2) Consumer products. Westing- 
house is able to parade a whole ar- 
ray of consumer products to increase 
the company's identification with a 
variety of lines and provide plenty of 
opportunities for dealer tie-ins. 

There's also Betty Furness, who 
provides a continuity for the West- 
inghouse commercials that has be- 
come a big consumer and dealer plus 
for the company. 

The timing for the political hoopla 
is particularly fortuitous for an ap- 
pliance manufacturer, and Westing- 
house makes the most of it. It will 
use the two weeks of the conventions 
in July to wrap up its major appli- 
ance push which begins in the spring, 
at the same time selling hard such 
warm weather products as room air 
conditioners, fans, refrigerators and 

Then comes election night, just at 
the right time to introduce new 
models of major appliances and to 
hypo the big fall portable appliance 
selling season, which peaks in De- 

Giving continuity to the two pro- 
motions is a nine-week September- 
October campaign tied to its Friday 
night political coverage show on 

CBS TV, as described here earlier. 

Of vital importance in political 
sponsorship is tying it to dealer and 
distributor efforts. In 1956, Westing- 
house did this with a closed circuit 
telecast to distributors in 55 cities. 
Chris Witting, v.p. of Consumer 
Products Divisions, outlined the basic j 
strategy, managers of key divisions 
showed the new lines, and Walter i 
Cronkite wound up the telecast by ex- 1 
plaining the mechanics of the actual i 
convention coverage. 

This year, Westinghouse will trv \ 
something different. To heighten di- \ 
rect contact, the closed circuit will ; 
consist only of CBS telling the story 
of how the convention will be cov- 
ered, followed by local presentations j 
on the spot of how Westinghouse will 
conduct the sales drive. Salesmen 
from the company's 35 company- 
owned distributor houses as well as I 
its 20 independent distributors will | 
get a first-hand feel of the merchan I 
dise and the sales tools they'll have 
to work with. 

Another purpose of the distributor 
meetings will be to outline plans for I 
Dealer Rallv Week, which takes place j 
about four to five weeks before the | 
conventions begin. During this week, 
some 155 top brass from Westing- 
house go on the road, calling per- 



23 JANUARY 1960 f 

onally on more than 4,000 dealers 
n one week. 

Territory managers will help the 
>arnstorming execs make their calls, 
icquainting dealers with advertising, 
lisplay material, and stock to be fea- 
ured. Timing is being emphasized 
<o that dealers can have the same 
products demonstrated on the floor 
•hat Westinghouse is featuring on 
tv. There'll also be a strong pitch for 
local advertising tie-ins. 

In 1956, Westinghouse reports, 
dealers bought more than 8,000 tie-in 
spots on local CBS TV affiliates and 
about as many more on radio to 
identify themselves with the cam- 
paign. Print tie-ins were used in 
about 155 newspapers. On election 
night alone, Westinghouse estimates 
that dealers used 60 to 70% of all 
available adjacencies on CBS affiliates. 

This year, the company has some 
impressive audience figures to back 
up its pitch for air media tie-ins. In 
1956, Westinghouse-CBS coverage 
reached 78% of all television homes, 
according to an A. C. Nielsen anal- 
ysis for Westinghouse (see page 33). 

This means it was seen by more 
than twice as many homes as in 1952 
(28.500.000 vs. 13,000,000) and by 
more than twice as many people 
(85,600,000 vs. 39,000,000). It can 
also point to a total of 187 com- 
mercial minutes (and a total of 127 
commercials) in the convention cov- 
erage in '56. 

Ketchum, MacLeod & Grove, agency 
for Westinghouse industrial products, 
has the job of coordinating all ele- 
ments of the political coverage broad- 
casts for the client. The agency re- 
ports that in 1956 cost-per-1,000 tv 
homes per commercial minute was 
$2.77. While this is 8% more than 
the $2.57 cost achieved in 1952 con- 
vention coverage, Westinghouse con- 
siders it a good buy and hopes to 
keep the c-p-m under S3 this year. 

Surprisingly, Westinghouse does 
not intend to make as full use of 
tape for its commercials as might be 
expected. "The spontaneous, live 
quality is too important to lose in 
these commercials," advertising di- 
rector Roger Bolin told sponsor. 
"Our commercial studio is always 
right in the convention hall, so we 
emphasize the fact that we are prac- 
tically on the floor with the activity 
by leading into the comercials with a 
reference to the convention action. 

Because of our pioneering associa- 
tion with political coverage, the audi- 
ence expects this sense of immediacy 
and would, we feel, be able to tell the 

One naturally wonders how Miss 
Furness feels about this back-of-the- 
hand to labor-saving devices, and 
sponsor asked this. Bolin pointed 
out that she's all for it and that in 
past years "she's refused to go back 
to her hotel when we felt the late 
hour called for the throwing in of 
filmed standbys." 

These and other problems are now 
being worked out by Bolin, Gil (J. 
G.) Baird, consumer products sales 

promotion manager, Chris Witting, 
v.p. in charge of consumer products, 
Bob Lynch, major appliance adver- 
tising manager, Russ Johnson, tv/ 
radio advertising manager, and oth- 
ers at Westinghouse. They are work- 
ing with their three agencies: Ketch- 
um, MacLeod & Grove for industrial 
products, McCann-Erickson for the 
appliance divisions, Grey Advertising 
for the television/radio division. 

Network news head — Sig Nickelson 
(CBS), Bill McAndrew (NBC), John 
Daly (ABC) — all indicate the same 
thing: that "people and reporting" 
will be the prime emphasis, rather 
than the gadgets of former years. ^ 



(Davenport, Iowa — Rock Island — Moline, Illinois) 

A comparison of coverage of TV stations in or overlap- 
ping the Davenport — Rock Island market area as 
reported in the Nielson Coverage Service No. 3 — 
Spring, 1958. 


TV Homes 

Station A 
Station B 
Station C 
Station D 





Weekly Ci 




Col. 8. J. Palmer 
D. D. Palmer 






WOC-TV is No. 1 in the 
nation's 47th TV matket — lead- 
ing in TV homes (438,480), 
monthly coverage and weekly 
circulation — day and night — 
as reported in the Nielson 
Coverage Service No. 3, Spring, 
1958. For further facts and lat- 
est availabilities, call your PGW 
Colonel . . . NOW! 

WOC-TV Davenport, Iowa is port of Central 
Broadcasting Co., which also owns and operates 
WHO TV and WHO Radio, Des Moines, Iowa 


23 JANUARY 1960 







new RCA 




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This new automatic turntable offers 
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program flow is smoother for the 
listening audience. 

Records may be played in either random or 
sequential order. Sequential play can be 
fully automatic. For random play, a manual 
control unit permits programming of any 
of 200 selections. 

When used in combination with a 
Transistorized Turntable Preamplifier 
(Type BA-26A), the Type BQ-103 
Turntable produces an output signal 
capable of being fed into a console at mixer 
level. The preamplifier easily mounts in 
the BQ-103 cabinet. 

The BQ-103 Turntable offers semi-automated 
operation now, and becomes an integral part of 
the automation system later. The BQ-103 is 
a basic building block in preparing for 
automation. For complete information, call 
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23 JANUARY 1960 

II Imi s happening in U. S. Government 
that affects sponsors, agencies, stations 


23 JANUARY I960 

Copyright I960 



The administration is putting very little money where its mouth is, at least with 
respect to its announced intention of stepping up the monitoring of radio/tv com- 

FTC chairman Kintner had been talking about an extra million dollars in the context of 
stepping up these efforts, while acknowledging that the Commission couldn't do very much if it 
doubled and then redoubled its staff. 

The President's budget this week asked an increase of only $760,000 in its entire 
budget, up to $7,600,000, an even 10 percent. Of this, only $1,942,600 is earmarked for 
hoth investigation and litigation of all deceptive practices, including false and mis- 
leading ad claims. In this category the increase from last year is just $351,000. 

Not only is this a far cry from the earlier threats and the budget statement that "the com- 
mission has already increased its efforts in the field of radio and television advertising as a 
result of disclosures during recent investigations by the Congress. Funds are specifically 
provided in 1961 to support more effectively the Commission's efforts in this field." It is also 
true that a large part of even this increase would have to go to litigation. 

Even more to the point is the FTC's own budget estimate of its activity in the fiscal 
year which starts on 1 July 1960. It expects to receive 6,000 applications for all types of 
complaints, up 500. to institute 1.500 investigations, up 400, to have 1,500 investigations pend- 
ing, unchanged. 

The administration asks $13,500,000 to run the FCC, an increase of almost $3 
million from the current fiscal year: of this raise, $2,250,000 is slated to go into 
a two-year study of uhf for "the resolution of the television channel allocation 

This after the so-called McConnaughey crash program during which the industry, itself, 
spent considerable cash studying the capabilities of uhf, and after a long waiting period fol- 
lowing the TASO report that uhf is an inferior service. 

The administration asks $2,351,005 for its activities with respect to broadcast- 
ing, an increase of $158,000. 

An interesting note is the FCC's estimate that it will be regulating 5,800 radio and 
tv stations by 30 June 1961, up from an estimated 5,558 expected on 30 June 1960. and 
compared to an actual 5.160 on 30 June 1959 and 4.862 on that date in 1958. 

The FCC expects to act on 846 applications for new AM radio stations, 425 for fm 
and 242 for tv — the last the same as this year. 

All quiet on the FCC programing front, with activity due to break out again 
during the week of 25 January, when N \B and the networks will testify. 

Individual broadcasters were surprisinglv split over whether the FCC should assume greater 
programing control. 

The Harris House Commerce Legislative Oversight subcommittee payola hearings set to 
start on or about 8 Februarv, and Harris indi cates he expects to shake the broadcasting and 
ad industries even harder than he did with th e quiz show scandal. 

23 JANUARY 1960 


Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


23 JANUARY i960 Look for a strategic reorientation at CNP to follow in the wake of NBC's in 

opnioM iwo creased control of its film syndication subsidiary. 

•P0N80R Latest NBC move is the appointment of Herbert S. Schlosser, formerly an NBC lega 

publications inc. s tafT member, as v.p. and general manager of CNP. 

H. Weller (Jake) Keever will relinquish his title as general manager to become sales j 
v.p.; Mr. Keever originally joined CNP as a salesman and came up through the ranks. 

Schlosser's appointment was made by Earl Rettig, CNP president, an NBC veteran and 
former network treasurer and v.p. himself. 

Pvationale for the move is apparently to keep control of CNP within NBC insofar as 
top administrative posts are concerned, with NBC getting highest priority in CNP's fiscal 
and legal decisions. 

Background for NBC's move into the driver's seat at CNP is today's increased competi 
lion in syndication sales and production, putting the captains in these areas up on the 
firing line to bring full pressure to bear through freeing them of corporate and ad 
ministrative chores. 

Furthermore, there's an apparent parallel to NBC's treatment of CNP as a subsidiary in 
AB-PT's handling of its syndication arm, ABC Films. 

What may well be the most important boost given to station syndication of tape 
programs since the birth of the concept came this week. 

Here's what happened: Standard Oil of New Jersey (Ogilvy, Benson & Mather) picked] 
up full sponsorship of all of the multi-weekly broadcasts of WNTA-TV's Plav of the Week in j 
New York. 

The two-hour series, produced on tape by David Susskind, is shown on a strip schedule 
comparable to the pattern previously devised by other stations for their feature films in Mil- 
lion Dollar Movie. WNTA absorbs part of show's cost. 

There's more to Standard Oil's move than simply a sale of a tape strip to a blue-chip 

It's this: Esso's commercials pattern calls for limited breaks. 

This means a drastic shift in motive in favor of enhancing a corporate image, and the aban- 
donment of the hard-sell cost-per-thousand approach. 

Esso's decision appears to have been influenced by hea\ \ mail for the shows, and the en- 
couraging reception to them of the New York press. 

Screen Gems' maiden entry into tape syndication \s\\\ be Medicine I960, a se- 
ries of 12 I ull-lioiir medical documentaries. 

The show will consist of actual operations taped by KRON-TV, San Francisco, in (nop- 
(•ration with the San Francisco Medical Society. 

In San Francisco the show has already been fwlh sponsored in its first two telecasts bj 
Jenkel-Davidson Optical Co. 

In a 13 December special Trendex the show outpointed Maverick in that city and scored 
an 18.3 rating. 

Special questions asked at that time revealed that 79% of viewers said they would watch 
such a show monthly, 92' ', found medical operations on tv interesting, and 98% wanted 
more public affairs shows of this type. 

Medicine I960 will also be offered on kinescope for non-tape stations. 

52 SPONSOR • 23 JANUARY 1960 

FILM-SCOPE continued 

Syndication men are breathing easier now that the first quarter has arrived 
with its customary flood of film buying. 

The last months of 1959 were reported to be unusually quiet in terms of sales activity 
for several syndicators, which led to wide soul-searching lest this prove an omen for 1960. 

The lull proved to be more of a suspension of decision-making into the new year, 
rather than any basic alteration in syndication's role. 

MCA's bid to come back into first-run syndication as a major force this season 
has depended on the classic formula of snaring the beer regionals. 
Here's a sales status profile of MCA's three new shows: 

• Shotgun Slade, in 160 markets, is sold to Ballantine (Esty), Jax Beer and Blue Plate 
foods (both Fitzgerald) in major regionals. 

• Coronado 9, reaching 110 markets, rests on a deal for 70 cities with Falstaff (D-F-S). 

• Johnny Midnight, MCA's latest entry, is in 100 markets, which include Ballantine 
alternate weeks. 

CNP is taking a ride on the post office and treasury department celebrations of 
the Pony Express centennial for sales promotion of its own tv series in syndication 
under that title. 

Series has been sold in 56 markets, including these regional deals: 

• American Petrofina for Fina Gas (Taylor & Norsworthy, Dallas) for 20 midwest and 
southwest markets. 

• Valley Forge Beer (Gray & Rogers) for markets in Pennsylvania, Maryland and in 
Washington, D. C. 

• O'Keefe's Brewing for six northern border markets, including Buffalo. 
For details on individual markets and station sales, see WRAP-UP, page 63. 

UAA is linking its home 8mm movie sales to its tv film efforts. 

Dealer agreements have already been made with a third of the 6,000 dealers who sell 
home movies, and UAA expects both its library and sales to shoot up this year. 

Two new techniques were cited by UAA in 8mm home movie sales, and they both appear 
to derive from tv practices: subtitles instead of title cards, and more luminous prints 
for lighted room viewing. 

Humorous commercials are your best bet for reaching teenage viewers, accord- 
ing to a nationwide survey of 1,500 teenagers made by a consumer magazine. 

This studv by 'Teen magazine found the following first choices as buying influences 
among tv commercials in its teenage reading audience: 


Humorous commercials 30.9% 

Star commercials 22.4% 

Cartoon commercials 20.3% 

Musical commercials 17.2% 

Among tvpes especially cited by teenagers as annoying were the categories of announc- 
er commercials and commercials using diagrams and charts. 

23 JANUARY 1960 

23 JANUARY I960 

C«pyrl»bt IN* 

publication* ma 

A round-up of trade tai *" 
trends and tips for adn 


Two accounts that were bending an ear to agency presentations this wee 
Bromo-Seltzer (Warner-Lambert) and Chunky Chocolate Corp. 

The Bromo budget runs around S3 million and the Chunky segment, $1.8 million. 

For an example of what tv stations are up against in the wide divergence 
numbering systems for commercials among agencies observe this: 

One film received recently had the identifying code on the leaders as follows: 59-1 

Commented the station's commercial manager: There are at least 14 (count 'ei) 
possibilities for error, if you can get all these notations on the log in the first pla» 

The rumor that got the spotlight during luncheon chatter on Madison Avenue and arouf 
Rockefeller Plaza this week: 

Bob Kintner is moving to RCA and Hubbell Robinson, Jr., becomes Nl 

Some Madison Avenue top managements see McCann-Erickson's latest rash 
corporate spin-offs as basically a tax maneuver, despite the fancy explanations. 

They note that under the excess profits provision it's 30% on the first $25,000 pr 
its and 52% on everything above that. The more corporations the bigger the net. 
(For details of McCann's splinterization see AGENCIES under WRAP-UP, page 61.) 

The post-holidays' descent of stationmen on New York reps and timebuyflf 
became quite a flurry the past week. 

Not a few of the visiting firemen timed their trip with the release of the latest lo<JI 
rating reports. 

However, they ran into this situation: the important buyers were hamstrung fl 
time to see them because of the heavy flurry of new spot business. 

Madison Avenue is more bemused and bepuzzled than alarmed by the actio! 
of the FTC snoopers and gendarmes in the issuance of complaints against co! 

The rush to make a record of some sort was expected but the policy of shoot-and-thfv 
ask-questions — particularly with regard to "poetic license" taken because of camera studj 
problems — could in the long run boomerang in favor of the real miscreants. 

There's an interesting bit of comparison between tv and radio in the fact that Bro^r 
iK Williamson lias assigned Sir Walter Raleigh to the Wednesday Night Fights. 

Sir Walter is the only tobacco with its own nationwide weekly network show. 

Contrast this with the early epoch of radio when the air was loaded with tobacco branm 
with network occupants including U. S. Tobacco's Dill's Best and Model, AmericanT 
Half 'n' Half and Bond Street, Philip Morris' Revelation, R. J. Reynolds' Prin<! 
Albert, Lorillard's Velvet and Granger and Larus' Edgeworth. 

Obvious reason for the difference: Smoking tobacco ad budgets find network tv soTrl' 
what too rich for them. 

54 SPONSOR • 23 JANUARY 19« 





ontinued from page 35) 

hours, with ABC feeding 39 and 
itual about 125 per week. 
Spot advertisers, in the main, still 
lg to the prime-time habit of slot- 
g announcements at periods when 
:h in-home and out-of-home audi- 
oes peak — roughly, 7 to 9 a.m. and 
o 7 p.m. But the statistics and the 
esmanship of representatives are 
; WfWbining to lure many of these 
me-time die-hards away to other 

The new trend, buying around the 

jck, enables the buyer to get (1) 

tnce yorable discount advantages, lower- 

5 cost-per-l,000's appreciably; (2) 

59.] '| extended audience so the advertis- 

g message reaches a station's total 

. < l.dience at every hour of the day; 

') repetition of commercials. 

As one rep told sponsor, "Even an 

erage station in a week reaches 

1% of all the radio homes in the 

ea, and a good station goes into 

)% to 90% within a seven-day pe- 

od, day and night." This broad au- 

ence reach is the reason many reps 

ese days are selling the concept of 

jl-hour radio with the use of a single 

ation in a major market. But buy- 

s continue to be most interested in 

sing radio in top 25 or 50 markets. 

The standout client in nighttime 

)ot buying is still American Airlines, 

ith its Music 'til Dawn on five CBS 

&o stations. The midnight show con- 

nues for five hours, six nights week- 

, with musical selections interspersed 

ith A A commercials, and has just 

een renewed (through Young & 

iubicam, New York) for a year. 

Late night listenership, of course, 

oes not deliver a mass audience. But 

adio's proponents say that nighttime 

ffers many pluses in pinpointed 

mliences who are reached "in depth" 

nd who respond in kind at the cash 

egister. But significant proportions 

>f audience groups tune to radio 

hroughout the post 6 p.m. period. 

A Pulse survey of last June, for ex- 
ample, shows that 15,8% of middle- 
mass wage earners surveyed tune at 
5:30, with the highest listening dur- 
ing the week between 6:30 and 7. 8 
jind 9:30, and on weekends between 
Patterns for other groups 
study: single working 
women: 19.8% tuned in at 7:30; 
midweek peaks, 6-8:30; weekend, 6-7, 
p:30-10. Teen-age boys: 20.5% tuned 
jat 10:30 midweek; midweek peaks, 8- 

pr 1 


Jn this same 

9:30, 10-11; weekend, 8-10. Working 
men: 12.8% tuned in at 10 p.m. mid. 
weeks; midweek peaks, 6-7, 8-9, 10- 
10:30; weekend, 8-9, 10-11. Young 
homemakers: 11.8% tuned in at 9:30 
midweek; midweek peaks, 6-7:30; 
weekend, 7:30-10. 

An A. C. Nielsen analysis last 
March indicates only 22% of in-home 
listening takes place during the so- 
called prime time periods from 7 to 9 
a.m. and 4 to 6 p.m. Yet 24% of the 
weekly listening occurs during the 
evening and late-night times: 19% in 
the evening, 5% from midnight to 
6 a.m. 

Thus an advertiser misses 78% of 
his audience potential by omitting all 
but prime times. The average home 
tuned in the evening listens 4.82 
hours per week; those from midnight 
on, 4.58 hours weekly. Evening tune- 
in weekly reaches 53.1% of all radio 
homes, some 26,258,000 homes in all ; 
late-night, with a tune-in by 15.6% of 
radio homes, is listened to by 7,714,- 
000 families. 

A Katz Agency summary shows re- 
lationships between daytime and 
nighttime costs which are representa- 
tive today even though they're a year 
old. With daytime costs in 1958 in- 
dexed at 100, prime time charges 
showed an index of 116.2 and eve- 
ning, 86.3, reflecting the savings in 
dollar investments possible. 

Peters, Griffin, Woodward station 
representatives think their 1957 fig- 
ures indicate some relationships which 
are valid today. Then, in a night- 
time radio presentation, PGW said 
"The cost of reaching 1,000 radio 
homes or cars from 6:30 to 9 aver- 
ages 80^; from 6 to 10 p.m., 73^. 
A dollar invested in nightime usually 
can deliver 9.6% more radio impres- 
sions than $1 in morning radio." 

A current PGW Spot Radio Pocket 
Guide, based on the most recent NCS 
No. 2, indicates that in the nation's 
168 top markets nighttime radio 
reaches 96% of all homes; daytime, 

At the local level stations are mak- 
ing the most of tie-in possibilities and 
many show the bulk of their night- 
time schedules near the sell-out point. 
WIBC, Indianapolis, has tied in late 
evening broadcasting with a drive-in 
eatery, and broadcasts from a circu- 
lar glass studio atop the building. 
And as of next week, WSLS, Roan- 
oke, will have its 8 p.m. to 1 a.m. time 
slots sold entirely. ^ 


(Continued from page 39) 

followed by, "Stop and shop at the 
sign of the U. S. Royal weathervane! 
There's one-third more wear in every 
pair of U. S. Royal tempered rubber 
farm boots. And here's your farm 
director to tell you the story." At 
this point the farm director took 
over, having at his disposal sample 
copy written in rural vernacular by 
Bill Vance at FRC&H. 

Suggested closing for the spot was 
a repeat of the rooster sound effects. 
( Cut-outs of the rooster, perched on 
the U. S. Rubber weathervane symbol, 
had been sent to all U. S. Rubber 
dealers for point-of-sale display.) 

Reports from Chicago show that 22 
new dealer accounts have been signed 
in the area as a result of the cam- 
paign. Six dealers have been added 
to the U. S. Rubber farm footwear 
roster in the St. Louis district. 

Out of Syracuse comes word that 
during the campaign WSYR farm 
director Deacon Doubleday received 
three or four telephone inquiries a 
day from farmers in the vicinity — 
some right from the milking barns — 
on where to buy the arctics. At least 
five new area dealerships came out of 
this effort, two in Syracuse proper, 
because many said they'd prefer to 
come "to the big city" to shop. 

WSAU, Wausau, Wis., following 
the agency's suggestion, ran a "win a 
pair of arctics" contest. In response, 
neighboring farmers inundated the 
station with a pile of nearly 500 entry 
cards. Farm director Chuck Summers 
made the awards and in every case 
mentioned the dealer involved. 

When U. S. Rubber district sales 
managers got together in December, 
thev greeted FRC&H representatives 
with glowing accounts of wider use 
of U. S. farm footwear in-store dis- 
plays — in fair weather as well as 
stormy. And. indications are that the 
success of this campaign is likely to 
lead to an expanded version next fall. 

Among the stations in the 1959 
campaign: KFYR, Bismarck. N. D.: 
WMT, Cedar Rapids. Iowa: WLS, 
Chicago; WLW. Cincinnati: WGAR, 
Cleveland; KOA. Denver; KIOA, Des 
Moines; WJR. Detroit: \\ DAY, Far- 
go, N. D.: WOWO. Ft. Wayne, In<l.: 
WCCO. Minneapolis: KCJB. Minor, 
N. D.: WOW. Omaha; KMOX, St. 
Louis: WGY, Schenectady: KFH. 
Wichita. ^ 



23 JANUARY 1960 


As buying scope continues to expand, SPONSOR ASKS: 

What makes a 

The complexity of buying today 
requires astute, informed media 
specialists. These three admen 
discuss what makes a buyer good. 

Joseph Braun, v.p. & director of media, 
Kenyon & Eckhardt, Inc., New York 
The obvious attributes a good time- 
buyer must have are : 

1) A thorough knowledge of 
broadcast media. He must know the 
various trends in modern radio, the 

Good media 
contacts, from 
reps to station 

present and future television pro- 
grams and basic costs. 

2) A thorough understanding of 
the clients' problems. If he doesn't 
know his clients' products, sales prob- 
lems, and all he can learn about them, 
he's not doing a job. 

3) Good media contacts. Not only 
time salesmen, but personnel from as 
many television and radio stations as 

4) A basic knowledge of proce- 
dure. For example, the making and 
forwarding of radio transcriptions 
and tv commercials. By the same 
token, he should have a thorough 
knowledge of the workings of the en- 
tire agency — account work, copy, 
traffic, billing. 

5) A good basic background in 
broadcast estimating. With this 
knowledge, a timebuyer is equipped 
to recognize, recommend and pur- 
chase for the client the maximum and 
appropriate advertising for a mini- 
mum expenditure. 

Those are five basic points and if 
he fills the bill on those, he's on his 
way to being a good timebuyer. But 
he needs more. To put it simply: in 
our shop a timebuyer is a profession- 

timebuyer click? 

al media specialist. He's not just a 
fellow who gets availabilities and 
places orders. Rather, he's a fellow 
who contributes to the basic strategies 
of a plan and then lives with its actu- 
al execution. He offers continuing 
suggestions for refinements and im- 

He's got to have intelligence, ex- 
perience, job-knowledge and judg- 
ment. In addition, we want those 
indefinable extras that make an ex- 
ecutive timebuyer. Such things as 
genuine interest, intimate knowledge 
of the client's problems, alertness to 
opportunities, concern with the sales 
curve, and finally, creative thinking 
and the ability to sell ideas with con- 

At K&E, we look for these extra 
qualities. If a man has them, they 
are always recognized quickly. 

Leslie L. Dunier, v.p. of radio & tv, 

Mogul Williams & Saylor, Inc., New York 
Trying to come up with an accept- 
able definition of a good timebuyer 
is a lot like trying to define a good 
American. But if I were cornered and 
asked to present at least a reasonably 
objective analysis of the so-called 
"good timebuyer," I would offer these 
four fundamental principles: 

1) The good timebuyer gets com- 
pletely immersed in the client's prod- 
uct. Moreover, he thoroughly probes 
and absorbs the product's marketing 

Knowledge of 

strategy and history for direct appli- 
cation in his day-to-day relationship 
with the account. He has a good 
working knowledge of the client's dis- 
tribution patterns, prices, competitive 
situations, merchandising practices, 

2) Our man (or woman, of cours« . 
never sits back smugly on his raj \ 
cards and dabbles in the timebuyinj 
version of the numbers game. Tim< 
buying is not, certainly, an exact sc 
ence. But it is a craft that requir^ 
considerable skill, patience, imaging 
tion and, in a very real sense, ere* 
tivity. A good timebuyer is we| 
aware that techniques are the too| 
of his trade, and new technique' 
are more than merely helpful in kee 
ing his work at peak effectivenes 
And he is particularly aware of ne 
and successful testing technique 
With the flood of research projec 
conducted over the years, a timebu^ 
er should know how to estimate, wit|| 
a fair degree of accuracy, the require 
impact of a campaign via frequenc 
and coverage in order to maintain ai 
efficient advertising/sales ratio. 

3) The good timebuyer goes to thj 
source whenever possible. I believ 
that an essential requisite for a buyej 
is a genuine interest in air media. Hi 
must be an avid viewer and listener! 
More knowledge of a station operai 
tion can be gained by tuning in t 
the station than by reading promol 
tional material or sitting througB 
elaborate presentations. 

4) In my own list of basics for th^ 
good timebuyer, a sense of responsi 
bility is absolutely vital. The awe] 
some responsibility of determining 
the expenditures of the client's budgj 
et cannot be accepted frivolously 
When a client places his confident 
and trust in the agency of his choice, 
he has the right to expect unalloyec 
diligence and dedication in the timei 
buying function. Every last dollaa 
spent in air media must be made tcj 
work for the client in the most effec-j 
tive manner possible. It's not enough 
just to obtain a satisfactory cost-per 
1,000 buy. Hiring a timebuyer who|| 
lacks a sharply honed sense of re-J 
sponsibility with respect to the client.! 
is like handing a loaded revolver to a 
10-year-old boy with the hope he'll 
stay out of mischief. 

(Please turn to page 66) 



23 JANUARY 196C 

Despite the evident good spirits, 
there is a passing chance that this 
is not a typical KMPC listener. 
With more than 165,000 Pulse-people 
tuned to the station in the 
average quarter hour, the typical 
KMPC enthusiast would be difficult 

to single out. KMPC's flair for 
reaching some 30,000 more adults in 
a quarter hour than the second-place 
Los Angeles station only adds 
■' to the profusion. For KMPC advertisers, 
it is a pretty piece of multiplicity indeed. 
KMPC, 50,000 watts, Los Angeles, A Golden West Broadcasters station caa/3 
KMPC Los Angeles • KSFO San Francisco • KVI Seattle 

Represented by AM Radio Sales Company 





fmore me a, more women, \ 
(jnore teeners / more children y 





*as computed by PULS6 
and by HOOPER ! 

Represented by 


5000 Watts • 860 KC 



National and regional buys 
in work now or recently completed 



Fels & Co., Philadelphia: New activity on Fels soaps in most of 
the top markets begins this month. Dav minutes and chainbreaks 
are being scheduled for 10 alternate weeks. Buyer. Allen Bobbe. 
Agency: Aitkin-Kynett Co.. Philadelphia. 

American Tobacco Co., New York: Buying three-week schedules 
for an early February start in the top markets. Traffic minutes are 
being set, frequencies depending on market. Buyer: Fred Sprm ten- 
burg. Agency: SSCB, New York. 

American Home Foods, Div. of American Home Products Corp.. 
New York: Buying various markets in the South and Southwest to 
supplement its current tv schedules for Chef Boy-Ar-Dee. Traffic, day 
and night minutes and chainbreaks start 1 February. Buyers: Jim 
Stack and Tom Viscardi. Agency : Young & Rubicam, Inc.. New York. 


General Foods Corp., Post Div.. Battle Creek: Schedules start this 
month for its new dog food. Gravv Train, in about 20 eastern mar- 
kets where it has distribution. A national campaign is expected in 
the spring when expansion reaches full swing. Placements are for 
night minutes and chainbreaks for eight weeks, about six per week 
per market. Buyers: Jordan Schreiber and Tad Distler. Agency: 
Benton & Bowles, Inc., New York. 

Procter & Gamble Co., Cincinnati: Going into about 20 markets 
this month with schedules for Duncan Hines cake mixes. Run is for 
the P&G contract year using day and night minutes and chainbreaks. 
Buyer: Doug McMullen. Agency: Compton Advertising, Inc.. N. Y. 
Anderson Foods, Div. of Heublein, Inc., Menlo Park, Calif.: Seven- 
week campaign begins this month in roughly 12 \S est Coast markets 
for its soups. Day minutes are being scheduled primarily, with some 
fringe night. Frequencies range from about six to 25 spots per week 
per market. Buyer: Elizabeth Griffiths. Agency: Fletcher, Richards, 
Calkins & Holden, Inc., New York. 

Thomas J. Lipton Inc., Div. of Lever Bros., Hoboken: Kicking 
off a campaign in the top markets this month for its soups. Sched- 
ules are for five to eight weeks: day and night minutes. Buyer: 
Lorraine Ruggiero. Agency: Young & Rubicam, Inc.. New York. 


Penick & Ford Ltd., Inc., New York: Radio schedules for several 
P&F products start at different times from early to mid-February for 
eight to 13 weeks. Being bought are package plans, minutes Monday 
through Friday and some Saturdays. Ted Wallower buys at BBDO. 
New York, which has M\ -T-Fine desserts, and Vermont Maid syrup. 
In tv, through Samuel Croot, Inc., New York, agency for its Swel 
Frosting, schedules of day minutes kick off this month for eight to 
13 weeks. Delores LaFalce is the buver. 


23 JANUARY 1960 


Peanuts Will Buy Pearls 

So maybe the natives on WCOL island 
don't savvy money . . . you should worry? 
You pays your peanuts and you gets your 
pearls . . . gems like these! Cultivated 
ratings, built up to 1st place in Columbus 
(Hooper, Pulse, Nielsen). Natural results, 
created through "showcasing" your sales 

messages in single spotting. Genuine sales 
from the New WCOL's family audience 
. . . adults and teenagers, all with grown- 
up buying power. So, grab your goobers 
and head for WCOL island! Contact Chief 
Collie Young for fast service, and GET 

1230 AM — 92.3 FM 24 Hour-a-day Broadcasting 

represented nationally by: TObert e. eastman & CO., 



Station WING, Dayton; WEZE, Boston; WKLO, Louisville and WIZE, 
Springfield, 0., are other AIR TRAILS stations. 


23 JANUARY 1960 





TWO UP! at Robert Eastman & Co. Here firm's president, Robert Eastman (I), maps out 
future plans with two newly promoted members of his N. Y. sales staff: James H. Fuller (c), 
appointed director of creative sales and Joseph P. Cuff, named eastern sales manager 

HOW TO JUDGE BEAUTY is appropriately demonstrated by former Miss America entrant 
Lynn Freyse for Bill Wood, Bill Best — judges-to-be in contest by joint Pima County Fair- 
Southern International Livestock Show, Tucson. Scott Henderson Adv. handles show's publicity 

Philip Morris (Burnett) last weei 
showed its annoyance at the fat 
that NBC TV put the Lorett, 
repeats on a daytime strip basil 
by cancelling out of her night 
time show. 

The network quickly found a sub 
stitute: the toiletries division 
Warner-Lambert and at the 
price per show of $49,500. 

The FTC last week filed formal 
charges against the manufacture 
ers of four nationally advertise*) 
products, and their agencies 
claiming that the commercials in 
volved do not prove what the) 
purport to prove. 

Those cited: Standard Brands, fo) 
its Blue Bonnet margarine (Te 
Bates) ; Colgate for its Palmolive Raj 
id Shave (Ted Bates) ; Aluminum Co 
of America, for Alcoa Wrap l Ketch 
um, MacLeod & Grove) ; and Leve 

EXTRA-SPATIAL . . . and, of course, it's 
woman. Undergoing strenuous astronaut testj 
for possible flight into space, is Betty Skeltonl 
one of Chevrolet test-drivers employed by 
Campbell-Ewald (Det.) for its tv commercial 

^ 2?] 



• 23 JANUARY I960 I 


r its Pepsodent toothpaste (Foote, 
ne & Belding ) . 

»'« I 




form k 

amm's Beer, in November, 
arked its eighth successive 
on i h as leader in ARB's Best- 
'iked Tv Commercials report. 

1 The runners-up, in order of prefer- 
ice: Maypo, Kaiser Foil, Piels Beer, 
u lord, Mr. Clean, Kelloggs, Dodge, 
)hnsons Baby Powder, and Wrigleys 

• Breakstone Foods, for its 

'emp-Tee Whipped Cream 
lartiii (heese, is continuing with an in- 
frtise i ns i ve mid-winter promotional drive 

the Metropolitan New York mar- 

fnoif i(, 

lalsn^ f ne p ro d uc t will be pushed for 

"TO weeks with an accelerated tv cam- 

aign totalling 64 one-minute spots 

jer week, via WNEW-TV, WOR-TV. 

Tf^PIX and WNTA-TV. Agency: Mo- 

eRai [lul Williams & Saylor. 

• Northam Warren Corp., man- 
ufacturers of Cutex nail polish, hand 
jare preparations and lipstick, has 

appropriated a larger 1960 ad budget 
to be used primarily in network and 
spot tv. The cosmetic company will 
sponsor American Bandstand on the 
full ABC TV line-up and will supple- 
ment this schedule with tv spots in 
key markets. 

• The Carnation Co.'s Friskies 
division will support its pet foods this 
year via a coast-to-coast campaign 
of local tv spots covering markets ac- 
counting for 80% of all retail food 

• Hamilton Beach will promote 
its complete line of electric house- 
wares via participation in the Jack 
Paar Show over the entire NBC TV 
network. The schedule will run 
through the Spring and Fall. Agency : 
Clinton E. Frank, Chicago. 

Strictly personnel: Maurice Bos- 
quet, elected president of Renault, 
Inc. . . . Charles Corcoran, to head 
the newly-combined advertising, pub- 
lications and press relations depart- 
ment at Equitable Life Assurance So- 
ciety . . . Ralph Pansek, to director 

of advertising and sales promotion 
for Calusa Chemical Co., Los Angeles 
. . . Stanley Hutkin, to director of 
advertising for Stardust, Inc., New 
York . . . Duane Manning, to man- 
ager of engineering sales in the Pa- 
cific area for International Resistance 
Co. . . . Genevieve Cowan, to the re- 
tail group of Du Pont's Textile Fibers 
department . . . Gordon Swaney, to 
director of sales and marketing for 
LaChoy Food Products, Archbold, 


McCann-Erickson last week an- 
nounced the reorganization of its 

The set-up: 

1) McCann-Erickson Advertis- 
ing (U.S.A.), with estimated annual 
billings at $170 million, formed to 
concentrate solely on creative adver- 
tising functions. Heading this new 
division are Robert Healy, chairman; 

ability of color tv tape recordings is here at 
last. Feather in cap of RCA, it was one of most 
eagerly awaited developments in the industry 

ANOTHER MATE for Capt. Kangaroo is 
Binney & Smith, whose adv. dir. Alan Holt is 
shown here with star Bob Keeshan. Veteran 
toy mfr. will make tv debut on CBS show 

LADY GREYHOUND, living symbol of The Greyhound Corp. and participant in NBC TV's 
People Are Funny, plays mother to two pups for Mothers' I960 New March of Dimes, 28 January 

ade is what WBAL (Baltimore) has in store 
for listeners. Personifying top hat music en- 
tertainment are some of the station's "big 
band era" early-evening, easy-listening shows 


23 JANUARY 1960 

C. Terence Clyne. vice chairman: and 
Emerson Foote. president. 

McCann-Marschalk Co. i for- 
merly Marschalk & Pratt i . with bill- 
ings at S30 million a year, organized 
on a traditional basis with self-con- 
tained departments. Officers: Stuart 
Watson, board chairman: S. L. Meul- 
endvke. vice chairman: \\ illiam Mc- 
Keachie. president: and Harry Mar- 
schalk. honorarv chairman. 

3) M-E Productions. Inc., 
formed to supplv the above two di- 
visions with radio and tv services. 

C. Terence Clyne will be president, 
and Thomas Losee. executive v. p. 

MeCann-Erickson. Inc.. will thus 
be divided into four line divisions 
— MeCann-Erickson Advertising 
(UJ5.A.), McCann- Marschalk. Me- 
Cann-Erickson International, and 
Communications Affiliates — and four 
operating divisions — M-E Produc- 
tions. Advance Projects. Business- 
Management, and Finance. 

To come: John Tinker & Partners, 
an autonomous creative operation. 

(See Newsmaker of the Week, page 

6. for details on Advance Proj 



■With the help of mighty tools like this new 55,00O-car-a-day Expressway, 
the city of Jacksonville thrives . . . a nd g rows: By giving its city the most 
of what it wants first. Radio Station WPDQ has become a tool with equal 
might. With irreproachable editorial and advertising policies, prime-time 
public service programming, just the right combination of music, news, 
and sports. WPDQ has earned the unwavering faith of its listeners. As 
you make your Ad plans . . . plan to deal with the leader of them all. 
Your Jacksonville advertising picture isn't complete . . . 


Represented by 

Vernard, Rintoul and McConnell. Inc. 

James S. Ayers. Southeast 

5000 Watts 600 KC 

Jacksonville. Florida 

The Number One Buy in '60 . . . 60 on your Dial" 


Agency appointments : WebeorJ 
Inc.. manufacturer of tape recorder 
stereophonic phonographs, radios ar 
accessory equipment, billing S300.J 
000. from John W. Shaw Advertis-I 
ing. to North Advertising . . . EnJ 
cyclopaedia Britannica. billing $L3 
million, from Dancer-Fitzgerald-Sani'j 
pie. to MeCann-Erickson, Chicagc 
. . . WPIX. New York, to The Zal 
Co. . . . WBTW-TY. Florence. S. C. 
to Henry J. Kaufman & Associ- 
ates, Washington. D. C. 

Merger: The Amundson-Bolstein 
agency of Sioux City, with Bozell & 
Jacobs. Omaha. 

Thisa *n* data: The New York of-| 
fice of N. H Aver moved, this week, 
to new quarters at 1271 Avenue of 
the Americas, in Rockefeller Center. 
New York . . . The Public Rela- 
tions Board examines this year's 
consumer in its PRB Newsletter, 
which topped 5.000 circulation this 
month to advertisers and agencies . . . 
About 150 clients and media people 
attended open house last week at the 
Milwaukee Press Club given by 
Grabin-Shaw Advertiisng, newly- 
formed affiliate of John W. Shaw, 

Admen on the move: Edmund 
Johnstone, to vice chairman of the 
executive committee and a member of 
the board of directors at Kastor, 
H.C.C.&A . . . Arthur Kemp, to 
Compton as a v. p. and assistant to 
the president . . . Jane Daly, to as- 
sistant to the president, on special 
radio and tv projects, at Wade Ad- 
vertising. Chicago . . . Charles Feld- 
man. to senior v.p. and creative di- 
rector of Y&R . . . Franklin Bruck, 
to become associated with Maxwell 
Sackheim-Franklin Bruck. Inc.. New 
York . . . William Groome and Ed- 
ward Heath, elected v.p.'s of Ted 
Bates & Co. . . . Don Cole, to K&E 
as an executive in the sales develop- 
ment division . . . Gene Ruggiero, 
to head radio and tv production at 
Ted Bates & Co. . . . Jackie West, 
elected a v.p.. and F. Stanley New- 
bery. Jr.. to v.p. and account super- 
visor Cunningham & Walsh. 





jyndicators turned their eyes on 
nternational business prospects 
ast week, as two leading distribu- 
ors made major personnel ap- 
3ointments in other English- 
speaking countries. 

They are: ITC moved up John E. 
Pearson to the post of general man- 
ager of ITC of Canada. He was for- 
nerly sales manager. CBS Films ap- 
7i; jointed Kirk Torney as managing 
director of CBS Ltd. in London. Tor- 
iej was manager of group sales for 


Sales: KSBW-TV, Salinas, reports 
Falstaff renewed MCA's Coronado 9, 
and Standard Chevron has signed for 
Ziv's Sea Hunt . . . MCA's Paramount 
features to WCIA. Decatur; KTMV. 
Little Rock; KSHO-TY. Las Vegas: 
(WANE-TV, Ft. Wavne, and KERO- 
TV, Bakersfield . . . CXPs Pony Ex- 
press to American Petrofina in Dallas- 
jFort Worth, Amarillo. Tulsa, Kansas 
City. St. Louis, Wichita, Shreveport. 
Wichita Falls, Lubbock, Springfield 
(Mo. I. Temple-Waco, Odessa-Mid- 
land. Tyler, Abilene and in six addi- 
tional markets: alternate sponsors are 
National Bank in Amarillo, Mercan- 
tile Bank in Dallas-Ft. Worth, and 



; , Lee Optical in Lubbock and Odessa- 
Midland; other sales include Albu- 
querque Lumber Co., General Petro- 
leum in Phoenix. General Electric for 
Joplin-Pittsburgh (Missouri-Kansas) , 
and Schaeffer Mercury-Lincoln in 

[tl -Mobile; station sales include WLWA. 
I Atlanta; WCKT. Miami; KTTV, Los 
Angeles; KBAK-TV. Bakersfield; 
KXTV, Sacramento; WSJV. Elkhart: 
WMBD-TV, Peoria: KKTV. Colorado 
Springs; WTAR-TV. Norfolk; WJAC- 
TV. Johnstown: WLUK-TV, Green 
Bav: WLUC-TV. Marquette; KTSM- 
TV. El Paso. WBRZ-TV. Baton Rouge, 
and WWL-TV. New Orleans. 

More sales: UAA's Big Mac car- 
toons sold to WAST-TV. Albanv : 
WBEN-TV. Buffalo: KMJ-TV. Fres- 
no: WJ AC-TV. Johnstown: WWLP- 
TY. Sprin-field: WHCT-TV. Hart- 
ford: KOSA-TV. Odessa: KRGC-TV. 
Jefferson Citv: KTVR. Denver: 
KCSJ-TV. Pueblo: WLVK. Marin- 
ette: WEAU-TV. Eau Claire, and 
WMTV. Madison . . . MCA's Johnny 
Midnight sold to alternate week ad- 
vertisers with Ballantine as follows: 

Dial Soap in Jacksonville, Richard 
Hudnut in Boston and Philadelphia, 
R. G. Dunn cigars in Dayton and 
Buffalo, and Marlboro in New York. 
Other recent buyers are Camels in 
Denver and Evansville. Chesterfield 
and P. & C. Foods in Syracuse, and 
WGN-TV, Chicago. 

Promotion: Winners of UAA's 
sales contest are George Mitchell 
and Lloyd Crouse. 

Commercials: Jamieson Film Co. 

of Dallas has elected there new v.p.'s: 
Jerry Dickinson in production. Bill 
Stokes in sales, and Robert Redd 
in charge of producer's services . . . 
Fred Niles Productions of Chica- 
go has named William E. Harder 
production v. p.. Edward E. Katz 
controller and v. p.. and Frederick 
B. Foster sales v. p. . . . Music Mak- 
ers of New York has elevated Bill 
Schwartau to production v. p. and 
Lee Higgens to creative services 
manager; recent spots completed three 
for Sinclair through Geyer. Morev, 
Madden & Ballard . . . Joseph E. 
Spery appointed staff director of 
Robert Lawrence Productions. 

Strictly personnel : Sam Cook 
Digges and Ralph Baruch of CBS 

Films off to Europe on business . . . 
Lee Francis, former advertising and 
promotion manager of ABC Films, 
has left to take on free-lance assign- 
ments . . . Buddv Faber promoted 
to eastern division account executive 
for UAA. 


NBC Radio has a new manage- 
ment team, all representing pro- 
motions from within the rank. 
The men: William McDaniel, 

named v. p. in charge of the radio net- 
work replacing Joe Culligan who'd 
gone to McCann-Erickson; George 
Graham, to v.p. and general man- 
ager; and William Fairbanks to 
v.p. in charge of sales. 

CBS Radio is adding taped pro- 
graming with Bing Crosby and 
Rosemary Clooney in the 10:40- 
11 a.m. strip, starting 29 Febru- 

It's being sold in 10-minute seg- 
ments — $4,300 gross each, time and 
talent — with a l^-minute commer- 


23 JANUARY 1960 

cial one day and a 30-second commer- 
cial as a cross-plug the next day. 

The three tv networks were 
asked, by FCC chairman John 
Doerfer, to set aside one-half 
hour of prime time, weekday 
nights, for public service pro- 
graming on a rotating basis. 

Doerfer, speaking at a gathering of 
the RTES in New York, proposed that 
7:30-8 p.m. be used by a different net- 
work each week for cultural and edu- 
cational shows. He saw the networks 
programing three or four of the week- 
ly half-hours, with the local affiliates 
filling in for the rest of the time. 

Nighttime network tv gross time 
billings for October, '59, upped 
16.8% over the like month in 
1958, according to TvB. 

The figures: $40,116,447 in Octo- 
ber, 1959, compared with $34,343,- 
147 for the same month in '58. Day- 
time billings for October increased 
4% over last year - - $18,914,305 
against $18,183,000. 

Network tv sale: Gulf (Y&R) has 
bought alternate weeks of Men Into 
Space, CBS TV, Wednesday. Ameri- 
can Tobacco has the other week. 

Network radio sales: CBS Radio 

reports sales of more than S2 mil- 
lion worth of programs for 1960 

during a sales drive extending through 
the first week in Januarv. The buyers 
include Pepsi-Cola. Bristol-Myers, Tet- 
lev Tea. Curtiss Publishing. American 
Molasses. Northam Warren. White- 
hall, and Glenbrook Labs. 

New network affiliates: To ABC 
Radio, WWIZ, Lorain, 0.; KDXE, 
North Little Rock; W1C0. Salisbury. 
Md.: WALB, Albanv. Ga.: and 
WRLD. West Point, Ga. . . . Also to 
ABC Radio, WLS, the Mutual out- 
let in Chicago. 

Re network personnel moves: 
Richard Golden, CBS TV director 
of sales presentations and market 
planning . . . Norman Felton, di- 
rector of programs, administration, 
CBS TV Hollywood . . . William 
Lynn. Jr.. appointed director of pro- 
gram development and supervision 
for the Western division of ABC TV 
. . . Edward Smith, to Pacific divi- 
sion administrator of the NBC depart- 
ment of standards and practices . . . 


Carmine Patti. named regional man- 
ager in the station relations depart- 
ment of ABC TV . . . Karl Peck- 
manii. Jr. and William Keeling, 

to account executives for the Eastern 
region of ABC Radio. 


National spot radio rates showed 
little change in 1959 as com- 
pared with *58. according to the 
Katz Agency's latest "Spot Radio 
Budget Estimator." 

The figures tabulated in the Esti- 
mator: 1959 rates for 150 markets 
were 0.8 c ~c higher than 1958 for early 
morning-late afternoon periods. 1.5% 
up for daytime, and decreased 1.3% 
for evening time. 

Victor Diehm. owner and opera- 
tor of four radio stations, charged 
the FCC for contributing to the 
present scandal situation in 
broadcasting by permitting single 
ownership of both radio and tv 
facilities in the same community. 

Speaking last week at a meeting of 
the Citv Business Club. Philadelphia. 
Diehm, who is also chairman of the 
Mutual Affiliates Advisory Commit- 
tee . claimed that another basic 
cause for the scandals stems from 
a laxity by the FCC. 

"This laxity lies in permissions 
granted in recent years whereby men 
with non-broadcasting experience 
are now licensed owners and op- 
erators of radio and tv stations. 

"T recall vividly," Diehm contin- 
ued, ""in the late : 20"s it was necessary 
for an applicant for a radio license to 
testifv that actual day-to-day opera- 
tions would be in the hands of some- 
one with sufficient broadcast experi- 

"Experienced broadcasters would 
never have dreamed of doing the kind 
of things that originally caused the 
scandals." he concluded. 

Ideas at work : 

• A million dollars in sound: 
W \ AF. Chicago, to promote its new 
theme of "Vour Million Dollar Music 
Station" is distributing, this week at 
the Auto Show, a total of one million 
S3 million bills (printed bv the sta- 
tion) calling attention to the station's 
new music idea. Certificates on the 
bills are being deposited at the \^ A \F 

booth, with lucky numbers worth 
prizes of radios, tv and hi-fi sets, plus 
an all-expense-paid trip to Las \ egas. 
• The "Mystery Santa Claus'* 
contests this past holiday: KISN. 
Portland. 0.. awarded more than 
$5,000 in merchandise prizes to 18 
listeners identifying the sheriff as the 
"mystery santa" . . . KBKC. Kansas 
City, aired clues hourly as to the lo- 
cation of its mystery man. The prize 
for the nine-vear-old winner was a 
1960 Lark. 

Thisa "n" data: WFLM. Ft. Lauder- 
dale. Broward County's first fulltime 
fm station, will begin broadcasting on 
30 January . . . RAB awarded a gold 
plaque to the New I ork Times for its 
"outstanding regional radio commer- 
cials" . . . Sports business: The Den- 
ver Studebaker-Packard Deal- 
ers Association i D'Arcv ) will spon- 
sor This Week In Sports in 15 Moun- 
tain States markets . . . Kudo: To 
KSTP. Minneapolis-St. Paul, a cita- 
tion from the American Civil Liber- 
ties L nion commending the station 
for its Behind the Parade news show. 

Station staffers: C. L. Doty, ap- 
pointed national sales manager of 
W SAL Cincinnati . . . James Bailey. 
to managing director of \^ JT\ . Cleve- 
land . . . T. E. Paisley, to station 
manager of Y\ RCV. Philadelphia . . . 
\5 illiam Venell. to director of sales 
development at \^ PBC. Minneapolis 
. . . Jerry Chapman, to promotion 
manager of \^ FBM. Indianapolis . . . 
J. H. Corbitt. to director of sales 
promotion and Herb Berg, to ac- 
count executive at Y\ 1ST. Charlotte. 
N. C. . . . Mel Ewing. to account ex- 
ecutive in the KNX-CBS Radio Pa- 
cific Network sales department . . . 
Sterling Barlow, to the sales staff of 
KYW, Cleveland . . . Bob Silverman 
and Roser Coleman, to the sales 
staff of WABC-FM, New York. 


The Chicago chapter of the Acad- 
emv of Tv Arts & Sciences is em- 
harking on a project with educa- 
tional WTTW in that city to put 
a more favorable focus on the 

The avenue: a series of programs 
that will explore the problems and 
progress of tv. First of the behind- 
the-scenes pieces: A Show Is Born. 

demonstrating the steps in putting to 
gether a tv musical. 

WRCA-TV, the NBC flagship sta 
tion in New York, marked 1959 
as its most successful year, with 
total billings up 16.7^ over the 
previous record year in 1958 

"?o great was advertiser demand 
for time." said station manaeer Max 
Buck, that WRCA-TV expanded it. 
broadcast hours with an additional 
daily half-hour, from 1:15-1:45 a.m.. 
Monday through Friday. This de- 
mand was spurred by the SRO status 
of the Jack-Paar-Dr. Joyce Brothers 
late-night combination. 

Tv has one of the finest censors, 
noted Thomas Chisman. presi- 
dent and general manager of 
WVEC-TV. Norfolk, and that is 
"the on-off button on the tv set.'" 

"If you don't like what vou see on 
tv turn it off" was his answer to a 
"government regulation for tv" ques- 
tion put to him during a speech be- 
fore the Norfolk Kiwanis Club last 

Chisman. whose station recentlv 
switched from uhf to vhf. predicted 
that in 10 years "all tv will be on 
ultra high frequency band." 

He said that one of the biggest er- 
rors the FCC ever made was in con- 
fining tv to just 12 vhf channels in- 
stead of changing over to uhf. "Uhf 
would enable more cities to have tv 
of their own. " 

Ideas at work : 

• "The cleanest wrestling 
match in the world": That's how 
KSL-TV. Salt Lake Citv. billed a 
live wrestling hour show it televised 
from the Sale Lake Coliseum. The 
idea : Colgate donated some 360 cans 
of shaving cream which filled the 
wrestling ring from corner to corner 
with an 18-inch treatment. The show 
then saw seven wrestling stars collid- 
ing in the ring in an attempt to re- 
main the longest. Winner received 

• On the public service front: 
KLFY-TV. Lafayette. La., launched 
its "Project Peace" program New 
dear's Dav. The idea: Station in- 
vited area children to address greet- 
ings of peace and friendship to chil- 
dren of Russia. Th° promotion snow- 
balled into an all-day observance fea- 
turing packing of letters bv children. 


23 JANUARY 1960 

Mayors' proclamations, a motorcade, 
remote pickups and a 40-minute stu- 
dio telecast. 

• On the community education 
ront: KMOX-TV, St. Louis, will 
iegin telecasting PS 4 next week. The 
series, one of the first on a commer- 
cail station to encompass the high 
school level, will include instruction 
in language arts, literature, letter 
writing, composition, grammar, read- 
ing, civics, and the like. 


,i. The plight of New York's much- 
;. 3 ...publicized The Play of the Week, 
rotb felevised two-hours daily via WNTA- 
TV, is for the time at rest with the 
acquisition of a new sponsor. 

Standard Oil Co. of New Jersey, 
3arent of the Esso-Humble organiza- 
tion, out of Ogilvy, Benson & Mather, 
will begin sponsoring the show 8 Feb- 
ruary for 13 weeks. 


:er of 

Station acquisition : Prairie Tv Co., 
jwner of WTVP, Decatur, 111., to the 
f? Metropolitan Broadcasting Corp. 

Thisa 'n' data: KTTV, Los An 

II! 1 Ili 




-[k Ifc 

zeles, last week signed a contract 
granting it exclusive, world-wide tv 
f Hghts to the 10-day, 60 nation Inter- 
lational Beauty Congress to be held 
in Long Beach beginning 4 August 
. Sports note: KETV, Omaha, 
has added the Sports Network to its 
affiliation to bring the Big 8 Confer- 
ence Games to the area . . . Finan- 
?ial note: Wometeo Enterprises 
will hold its first annual stockholders 
meeting 11 April at the company's 
main office in Miami . . . Anniver- 
sary: WFIL-TV, Philadelphia, pub- 
lished a historical treatise to com- 
•nemorate The University of the Air 
series' 10th year on that and the oth- 
ar Triangle Stations . . . Business 
note: the International Parts Corp., 
a division of Midas, for its Midas 
Mufflers (Edward H. Weiss & Co.) 
to co-sponsor the Monday-Friday p.m. 
telecast of Channel 7's Report to 
New York, via WABC-TV, New 
York, for 13 weeks. 

On the personnel front: Larry 
Carino, to general manager and 
Maurice Guillerman. to general 
sales manager of WWL-TV, New Or- 
leans . . . D. T. Knight- to general 
manager of KODE-AM-TV, Joplin. 
Mo. . . . Dean McCarthy, to the 
newly-created post of director of qual- 


ity control for Storer Broadcasting. 
Glenn Boundy, Jr., succeeds him as 
operations manager of WITI-TV, Mil- 
waukee . . . Dan Bellus, to Trans- 
continent Tv Corp.'s New York office 
. . . Russ Severin, appointed station 
and sales manager for WLOS-TV's 
new South Carolina studios. 


Peters, Griffin, Woodward this 
week announced a new service to 
stations, agencies, and advertis- 
ers: the Audio- Video Center. 

Located in the rep firm's New York 
office, the Center is equipped with 
complete facilities for showing video- 
tape recordings, 16mm sound motion 
picture film, 35mm slides, audio tapes 
and disks. 

The Center's tv equipment features 
a 24" Conrac viewing monitor yvhich 
is connected through special hookups 
with WPIX, New York, where the 
video-tape transmission originates. 

Facilities for radio presentation in- 
clude an Ampex 601 tape recorder, a 
Mackintosh amplifier and a Bogen 
all-speed turntable. 

Rep appointments: To Daren F. 
McGavren, KJR, Seattle; KXL, Port- 
land, and KNEW, Spokane ... To 
Gill-Perna, WKAT, Miami ... To 
The Branham Co., WKJG-AM-TV, 
Ft. Wayne; WSJV-TV, South Bend- 
Elkhart, and WTRC. South Bend-Elk- 
hart ... To The John E. Pearson 
Co., KXEN, St. Louis; XERB, San 
Diego; KALI, Los Angeles; The To- 
bacco Network of N. C; KGGF. Cof- 
feyville, Kans.; and WACL, Way- 
cross, Ga. . . . To Grant Webb & 
Co., KUDY, Littleton (Denver) . . . 
To Headley-Reed, the Donrey Me- 
dia Group Stations in Arkansas, Ne- 
vada. Oklahoma and Texas ... To 
Good Music Broadcasters, WNOB. 

New rep firm : Hal Walton Asso- 
ciates, with offices at 18 East 50th 
Street, New York. 

Rep appointments — personnel: 
Ed Filion, to v. p. in charge of West 
Coast operations for The Meeker Co. 
. . . Robert Hutton. Jr. and Louis 
Smith, to v.p.'s and Martin Perci- 
val, to Eastern radio sales manager 
for Edward Petry & Co. (See Radio/ 
Tv Newsmakers, page 66) . ^ 


23 JANUARY 1960 


{Continued from page 42) 

youngsters will be glad to throw away 
their bag of tricks if you invite them 
in for a delicious Hallowe'en treat 
like this one. Just pour a big glass 
of ice cold apple cider. . . . Eavey's 
has cider that's made from the finest 
apples in any crop. This week, you 
can buy a full gallon for just 39 cents. 
But please, just one gallon per cus- 
tomer. . . ." 

Reaction to such commercials, 
Maher says, are felt almost immedi- 
ately. The effect of a Wednesday 
night commercial is felt on Thursday; 
the accumulative effects of the three 
nights running is overwhelming on 
Saturday. Indeed Maher was led into 
his WANE-TV and WKJG-TV cam- 
paigns about a year ago with an ice 
cream offer on tv only that sold out 
his ice cream plant output overnight. 

When it comes to the third com- 
mercial in a show — the "compassion" 
commercial, Maher and the Martin 
agency pull out all the stops. Here is 
where Maher, the rugged, competi- 
tive salesman, goes to town and ac- 
complishes what is known in sales 
circles as "clinching it" or "closing 
the sale." Although he may deliver 
it in a low-key fashion, what he has 
to say is anything but. "Couldn't you 
use an extra $300?" he asks the tv 
audience. "Here's how you can do 
it, and there's no work involved. . . . 
This is a $9.39 grocery order shopped 
at Eavey's and also at two of Ft. 
Wayne's leading chain stores. At 
"Store A" the cost was $11.10 and 
at "Store B" it was $11.56. By shop- 
ping at Eavey's you can save as much 
as $2.17 or 23%." He goes on to 
work out the saving on a $25 weekly 
food bill over a year, arrives at a 
saving of $299. It is one of the rea- 
sons customers drive past many other 
food markets on the way to Eavey's. 

Maher's marketing technique which 
ranges from the soft-sell institutional 
to the hard-sell competitive pitch 
makes his tv campaign (running now 
for a year) a real block-buster. But 
it is interesting to note that this 
veteran food salesman credits the ad 
medium with so much influence. "The 
sales at Eavey's, the distances from 
which customers come because of our 
live commercials," he sa\s. "'point up 
one thing: shows that in rural areas 
there is a tremendous craving for 
live television." ^ 



ntinued from page 56) 

Bern Kanner, associate media director, 
Hen ton & Bowles, Inc., New York 

I don't think there are any two 
agencies that would describe the 
"ideal" or prototype timebuyer in 
exactly the same way. I can only de- 
scribe those attributes we feel are 
necessary for a person to be a "good 
timebuyer" at Benton & Bowles. 

\ timebuyer is only as good as the 
material at his command. Therefore, 

Given native 
abilities time 
and experience 
do the rest 

the quantity and quality of these fa- 
cilities plus the caliber of supervision, 
and both the agency's and client s 
degree of interest in and reliance 
on the media role, are important in 
the development of a good timebuyer. 

At the outset, I believe an indi- 
\ [dual must have certain natural 
abilities that are vital for the proper 
performance of an assignment. Since 
he will ultimately be entrusted with 
the expenditure of a client's funds, a 
buyer must display a logical, concise, 
precise and intelligent mind. The 
proper use of these natural abilities 
will enable him to exercise judgment 
in reaching the right decision to in- 
spire confidence. 

These native abilities are broad- 
ened to reach their proper potential 
only by the constant development of 
sound media knowledge and skills. 
This necessary phase is both self- 
taught and taught by the pressures of 
high agency standards designed to 
develop a respected media department 
and, in turn, good personnel. 

An agency's dependence on the 
services provided by a particular me- 
dium necessitates a sound approach 
to the human equation. A media de- 
partment buyer must be able to deal 
effectively with whomever he con- 
tai ts. I can think of no other busi- 
ness where this is so true. 

\bove all, a "good timebuyer" is 

the result of six month's or a 

year's experience. Like any good spe- 

cialist, he develops with time and 

experience. ^ 


Tv and radio 

Robert L. Hutton, Jr., promotion dire 
tor for tv at Edward Petry & Co., has bee 
named a v.p. He joined Petry in 1950 ai 
manager of tv promotion and research 
Prior to that, he was promotion directo 
of the Woman's Home Companion. Hut- 
ton's earlier broadcasting experience in 
eluded a stint as promotion director o: 
WCCO, Minneapolis, and the same position 
with WRCA, N. Y. He formerly was a copywriter at BBDO. Also 
promoted to v.p. of Petry : Louis A. Smith, midwest sales mgr. for t\j 

Maurice J. "Bud" Rifkin, v.p. in charge 

of sales for Ziv TV Programs, Inc., has 

been promoted to executive v.p. heading 

sales. He began his broadcasting career 

with WKBN, Youngstown, 0., as an acct. 

exec. He then moved to Cincinnati where 

he joined the Frederic W. Ziv Co. In 

1949, Rifkin was named sales manager 

for Ziv in N. Y., and in 1952 v.p. in charge 

of sales. Other v.p.'s recently promoted to executive v.p. rank at Zh : 

Maurice Unger, production and Robert Friedheim, administration 

Art Breider joined sponsor in New Yori 
on 10 January as sales manager with oven 
all responsibilities. Previously employed i 
executive capacities by Ziv and MGM-T 
he has wide acquaintance with station, 
agency and advertising men. Breider haJ 
a variety of hobbies including oil painting, 
and riding. In his new post he will be as| 
sisted in the East by Willard Dougherty 
and Bob Brokaw, in the South by Herbert Martin, in the Midwestjf 
by Roy Meachum. He will select a western manager late in January! 

W. Thomas Dawson has been appointed 
v.p. in charge of advertising and promotion 
for CBS Radio, replacing Louis Dorfsman 
who joined CBS TV as creative director 
of sales promotion and advertising. Previ- 
ous to this appointment, Dawson was di- 
rector of sales promotion and research for 
CBS TV Spot Sales. Prior to that, he was 
sales promotion manager, for three years, 
at WBBM-TV, the CBS TV station in Chicago. Before joining the 
network; Dawson was asst. promotion mgr. for KHJ-TV, L. Aj 







6 A.M.- 12 NOON 
12 NOON -6 P.M. 
6 P.M. - 12 MIDNIGHT 


Station "B' 

Station "C 

^' TV ~'* 

9ifi€ 9*&tv&i tMcdumb 


Associated with 

ONSOR • 23 JANUARY 1960 

BUT... WKZO Radio Will Make Your 
Product A Giant In Kalamazoo- Battle Creek 
And Greater Western Michigan! 

WKZO Radio's tremendous day-in, day-out audience — 
32% larger than that of any other station — can help 
make Kalamazoo-Battle Creek and Greater Western 
Michigan one of your "big ticket" markets. 

The latest Pulse survey gives WKZO the highest rating 
morning, afternoon and evening in 345 of 360 quarter 
hours surveyed! 

Feed your sales with WKZO Radio! Ask Avery-Knodel 
for the details. 

^Robert Wadlow, Alton, III., is said to be the tallest man of all times at 
8 feet, 9]/2 inches (491 pounds). 



Avery-Knodel, Inc., Exclusive National Representatives 


frank talk to buyers of 
air media facilities 

The seller's viewpoint 

Does your agency deny station men vital information in planning a campaign? 
John C. Cohan, president, KSBW, Salinas, Calif., feels' that many agencymen 
spite themselves when they dont, or wont, define the specific purposes of a 
campaign. Cohan states quite frankly that the majority of broadcasters are 
ready and willing to offer better service, but are stymied by the lack of agency 
cooperation. He notes that a station mans knowledge of his market can be the 
key to a successful campaign, provided he knows an advertiser's objectives. 


ww e are naive enough to feel strongly that the purpose 
of advertising is to sell the client's product or service — and 
that we Avould like to perform that desirable function to 
the utmost of our ability when schedules are placed on 
i ur tv stations. 

Like "Home," "Mother," and "The American Flag," this 
is a concept with which few would quarrel in principle — 
but the problem of putting this philosophy into practice is 
both frustrating and surprising. 

Coverage — ratings — cost-per-1,000 — these and other fac- 
tors are, and should be, important considerations in mak- 
ing a tv buy. But why the startled look when the time- 
bmer is asked specifically, "What is the account trying to 
accomplish with this campaign?" Many times there is a 
sort of "What the hell has that got to do with it" attitude, 
as though the advertising were an end in itself rather than 
a means to an end. 

'Increase sales?" — sure, but in spot advertising there 
are generally some important sub-headings to that basic 
desire. The advertiser may be trying to obtain increased 
distribution, get acceptance of a new package, broaden his 
ba-»- of sales by appealing to a different income group, give 
extra support to a premium offer, or any of a hundred 
other things. 

Knowledge of these goals can help the broadcaster help 
the client in terms of the type of merchandising support 
offered as most useful in accomplishing the specific aims 
of the campaign. Furthermore, such knowledge can sug- 
gest to the tv salesman an availability perfect for the pur- 
po» based '>n his knowledge of the local situation — and he 
knows his local market better than the most astute time- 
buyer can hope to. 

The timebuyer who can "pick the brains" of the station 
salesman can make the best buy — he can do this best by 
knowing why he is buying and imparting this knowledge 
to the station salesman. Of course, many times this is done 

and a skillful timebuyer can invoke the intangible partner! 
ship feeling in the salesman which can bring benefits of thj: 
most tangible kind to the sponsor. Only then is full adl] 
vantage taken of the flexibility of tv spot which is ad 
knowledged to be one of its greatest attributes. 

Like many operations with similar philosophies, w(j| 
maintain continuing contact with local and regional com 
pany representatives. Here we find no such illusions as tcj 
the purpose of the advertising on our stations, and no such; 
reticence about letting us in on the "secret." Through! 
working with these people, we had buys changed (not 
necessarily increased) after they were already placed oil 
our stations. In one such instance, we received a schedule 
for a firm selling heating equipment with the spots to run 
from September through November. These months can be) 
plenty cold elsewhere but on the beautiful Monterey Penin-i 
sula they are among the warmest and most pleasant of the| 
entire year. By working through the local man up through 
the company echelons, and then eventually the agency, we 
had the buy delayed to December through February in our 
area. Sure, we could just have accepted the advertising 
land the client's money) but we know from the results of 
this particular campaign that we did the account a service 
by delaying the schedule. Too bad we had to do it the hard 
way. Granted, this is an extreme example, but it is one 
among many which illustrates the point. 

As an ex-agencyman myself, I would like to suggest that 
account people explain fully to the media buyers the pur 
pose of every campaign and insist that this information b( 
an integral part of every meeting between buyer and 

The client is footing the bill for both of us. As profes- 
sional advertising people, we should work together for his 
benefit. We can do this best if we know what play is 
being called. ^ 



23 JANUARY 1960 

aJmMk* * m 1 




^►"*" ■ 

.^^CkVSJSW 1 ^ 


WeeReBeL, Columbus, Ga., and Jackie Moore, time buyer, BBD&O, Inc., New York, reveal a few secrets. 

Huue you heard what the WeeReBeL 
said to BBD&O? 

ie Over a million people can Match WRBL-TV" 

Over a million people can watch us in the 47-county area served by WRBL-TV; and 
the only way you can reach them all on TV is with WRBL-TV. Metropolitan Colum- 
bus has the highest family income in Georgia and 25th highest in the nation. Columbus 
belongs on every Southern schedule. WRBL Radio programs to the adult audience 
with top buying power in Columbus. Call HOLLINGBERY for choice availabilities 
in Georgia's second market. 



aioiuniBus, GB.<D 

Represented by George P. Hollingbery Co. 


23 JANUARY 1960 



The Doerfer Proposal for 7:30 p.m. 

Lasl week, in a speech before the Radio & Television Exec- 
Utives Society in New York, Chairman John C. Doerfer pro- 
posed a novel plan for the presentation of public service tv 
programs in prime evening time on the three networks. 

Doerfer suggested that ABC. CBS and NBC should devote 
the 7:30-8 p.m. period to sponsored or unsponsored public 
sen ice shows on a rotating basis, (one week for one network, 
one week for the next, etc.) with all stations on the chains 
being obliged to carry. 

I [e further suggested that the networks themselves program 
three or four of the half hour periods with their station affili- 
ates responsible for programing the balance. 

And. in a press conference at the Roosevelt Hotel immedi- 
ately following his speech. Doerfer said that if the networks 
did not follow his "suggestion" they had better have a "pretty 
good reason" for not doing so. 

First reaction from the networks was a polite promise to 
consider the idea. And perhaps, between sponsor's press- 
time and when you read this editorial, they will have acted. 

But. regardless of the decision which ABC. CBS and NBC 
may make on the Doerfer proposal, we feel that it was a silly, 
hasty, ill-considered notion which the FCC chairman should 
have known better than to advance. 

It is utterly absurd for Doerfer, or anybody else, to begin 
carving out specific time periods for public service program- 
in- before there has been any clear thinking on exactly what 
a station I or network ) owes in the matter of public "interest, 
convenience and necessity" under the Communications Act. 

I oless tin- responsibility is more clearly and precisely 
defined than it has been up to now, any attempt to bludgeon 
stations into giving up prime hours is mere political expedi- 
encj and opportunism. 

W e don't say Doerfer is wrong. We do say he should 
define, explain and defend his principles before staking out 
specific proposals for taking over valuable time. 

THIS WE FIGHT FOR: Clearer thinking on 
the part of responsible government officials in 
all matters pertaining to the regulation and 
conduct of the country's radio tc industry. 


Thoughtful: A New York City worn 
an watching The Real McCoys or 
television, phoned ABC TV the other 
evening. "Did vou know," she asked, 
"that McCoy went out of the kitchen 
and left the kitchen sink faucet run- 

Media analysis: In Albuquerque,] 
N. M., a local merchant walked int 
KMGM, signed a sizable advertisic 
contract and paid cash in advance. 
Ronny Kahn. the station's general 
manager, asked how he had come tol 
select KMGM. "Well," said the ad- 
vertiser, "it was a toss-up between I 
vou and one other station. It happens 
you're onlv three blocks from myl 
store, but the other station is clear | 
across town." 

Creative: An account exec stumbled 
home three hours late for dinner, was 
met by his irate frau. "Now don"t get 
excited, honey," he said. "I just , 
stopped off to buy something for the 

His wife melted. "Something for 
the house?" she echoed, "\5hat?" 

"Ten roundsh of drinksh," he said. 

Sans Payola: Here's a plug for a new 
disk release — "Music From a Surplus 
Store" by Ken Snyder and Ja~k Fas- 
cinato. Snvder is vice president in 
charge of tv radio creative dept. at 
Needham, Louis & Brorby, Chicago. 
Some of the bands: "Sweepy-time," 
"Latin Hardware.' 7 "Chinatown Brick- 
layer," "Spring, Sprang, Sprung." 

Lincolniana: With Lincoln's birthday 
coming up soon, we reprint from the 
newsletter of Harris-Tuchman tv stu- 
dios in Hollywood this briefest of 
book reviews bv Lincoln — "For those 
who like this kind of a book, this is 
the kind of a book they will like." // 
"Honest Abe" lived today, you could 
just substitute "program" for "book" 
and out-Crosby Crosby in the critic 

If: WBZ-TV. Boston, is running a 
$5,000 contest on what three books 
vou would take if you were on the 
first spaceship to the moon. Just one, 
and somebody better write it — "How 
to Get Doun to Earth. 


23 JANUARY 1960 

Interview: ^l^^*^^^^ 

Clinton E. Frank Agency Radio TV Supervisor tells why she selects 
the WLW TV Stations and WLW RADIO for Wilson's Evaporated Milk. 

"The Crosley Broadcasting 
Corporation with its WLW 
TV Stations and WLW 
Radio has been a leader 
in its field for 37 years." 

"This outstanding 
background and experience 
in technical skills, in 
showmanship, and in sales 
cannot be topped in the 
whole broadcasting 


"So the WLW call letters 
speak for themselves to 
make any advertiser or 
agency sit up and listen." 


Call your WLW stations representative . . . you'll be glad you did! The dynamic WLW stations 











Crosley Broadcasting Corporation a division of Avco 

Combining the best of 
Northern Indiana Broadcasting 

WKJG-TV and WKJG Radio 



WSJV-TV ,n« WTRC Radio 


Announce the appointment of 


as National Sales Representative 

John F. Dille, Jr. — President 


Edward C. Thorns — Vice Pres. b 
Cen'l Mgr. 

Carleton B. Evans — Sales Manager 


Paul C. Brines— Vice Pres. & 
Cen'l Mgr. 

Vincent Doyle — Sales Manager 



30 JANUARY I960 
40i a copy* %B a yaar 


first in Hoo 



sponsor analyzes the 
more than 20 types of 
charges hurled at the 
tv industry — Part I 

Page 31 

Pet food industry 
fights for $Vi 
billion bone 

Page 34 

od -music station in the history of radio 
n first place in a metropolitan market. 

N»w York * Chicago • Los Angala* 

San Francisco 


St. Louis 

Brand "X" 
strikes back 

A SPONSOR spoofer 
Page 36 

Industry picks the 
top buyers in 
radio advertising 


"GO OUT AND BUY IT" . . . 


RriirrKenlrd by 

Edward Pelry A Co.. Inc. 



100,000 WATTS -NBC 


buy St Louis 
a la card* 

*KTVI rate card 

your lowest 
cost per thousand 
TV buy 
in St. Louis 



30 JANUARY 1960 


your cost 
per 1,000 





(X) TV Homes — 370,700 
(X) Population — 1,965,500 
(X) Effective Buying Income — 

(X) Retail Sales — 


The Nashville Market is 
Tennessee's RICHEST market !j 
Phone or wire today for 
choice availabilities 



2049 ft. above sea level 
. . . None taller permitted 
in this area by CAA. 


316,000 powerful watts . . . 
maximum — permitted by FCC 


Maximum coverage and low 
cost per thousand make WSIX-TV 
your most efficient buy in the 
rich Tennessee, Kentucky, 
Alabama TVA area. 


'Source Television Magazine 


■d, Inc 

© Vol. U. Vo. 5 • 30 JANUARY I960 | 




Tv criticism — how much of it makes sense? 

31 First of a two-part sponsor series on the more than 20 types of cr 
cism which have been hurled against the industry in recent niorifcl 

Pet food industry fights for $1/2 billion bone 

34 -^' r niedia becomes increasingly important battleground for hotly c 
petitive dog and cat food industry. Tv alone gets about $14 mill 

Brand X strikes back 

36 Must Brand X always be inferior to name brands? No. says would-be hi 
torian whose predictions, if borne out. could wipe Madison Ave. off mi 

Industry tags top radio experts 

38 SPONSOR polled networks, stations and reps for nominations to pinp< i 
some of real specialists in field that calls for increasing know-] c 

Radio markets 400,000 books 

40 Here's how publisher of financial know-how books runs year-rouml ra I 
drive which sold 400.000 volumes through mail orders in 18 moru 

Chesty sports pile up the chips 

42 This regional potato chip manufacturer gears his distribution 
the tv sports season, comes up with increased sales, wider trade ar 

Tv presentation spurs big artichoke airlift 

43 Artichokes along ad row as far as the eye could see were the result 
off-the-cuff offer made by the Gold Coast stations' Graham lilt 

How timebuyers can get better jobs 

44 There are lots of chances for promotion either inside or outside 
agency for the timebuyer who shows unusual ability and imaginat 



26 Commercial Commentary 
54 Film-Scope 
23 49th and Madison 
62 News & Idea Wrap-l p 

6 Newsmaker of tin- \X eek 
62 Picture Wrap-Up 
58 Radio Basil - 
20 Rep< at Work 
46 Sponsor Vsks 

Member of Business Publications |_|_|, I 

Audit of Circulations Inc. I"IRI1 

SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial. Circulation ut\ 
Advertising Offices: 40 E. 49th St. (49 & Madison) New York 17. N. Y. Telephone: MUrnn 


Sponsor Hears 




Sponsor Speaks 


Spot Buys 

72 Ten-Second Spots 

70 T\ and Radio Newsmakers 


Tv Results 


Washington \S eek 

Kt TCOI. Jingle wv|/««j .w* — - •-• -•-""- - i.fcM 

all correspondence" to 40 E. 49th St., N. Y. 17, N. Y. MUrrav Hill 8-2772. Published week* I 
by SPONSOR Publications Inc. 2nd class postage paid at Baltimore, Md. 

£1960 s, 

Publications Inc. 


30 JANUARY 1960| 





Spot commercials pay off. And even 10-second spots become practical with an Ampex Videotape* 
Television Recorder. Here's how these Ampex exclusive features make it possible... 

• TAPE TIMER Locates the 10-second spot on a reel... measures in hours, minutes and seconds 
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a safety margin. 

• WAIST HIGH TAPE DECK Permits loading of next commercial in seconds... reels lie secure- 
ly without locks. Table top provides extra work space. 

• AUTOMATIC BRAKE RELEASE Makes reels free wheeling . . . tape pulls easily for fast 
threading — without tape stretch or crease. 

Write, wire or phone today for an Ampex representative — or ask for the new, fully illustrated 
brochure describing the new Ampex VR-1000B. Whatever you want to know about the advan- 
tages and profits in TV tape, get the facts from Ampex. AMPEX HAS THE EXPERIENCE. 


"ft ft 





products division 




30 JANUARY I960 













(Sales Mgt.) 



Dominates the Major Long Island Market (Nassau) 

. . . Delivers MORE Audience than any other 

Network or Independent Station! 


► 10,000 WATTS 



AM 1100 

IM 993 

\m iiUm 

°epr*»ented by Gill Perno 

of the week 

Last week, William Esty Co. got a new president — only l 
third in its nearly 30-year history. Of special significance 
the fact that with naming of 37-year-old John Peace, a maji 
agency now has at its helm a man who came out of media. 

The newsmaker: John Peace, whose career at Willia 
Esty Co. has been as heady a rise as the foam on a glass of Balla 
tine's became president of the agency on 22 January in an electio: 
that also saw James J. Houlahan, president for 13 years, move 
to chairman of the board. 

As 1st vice president, Peace worked closely with Houlahan an 
that's the way it will continue in the new board chairman-preside 

Peace, a native of New York City and a product of its schools, h 
spent all his working years at Esty. 
He came to the agency a little over 
15 years ago after World War 
II service with the Army Signal 
Corps in the Pacific. 

He began in the media depart- 
ment, learned every phase of it. 
He was a timebuyer and a space- 
buyer, later was media coordina- 
tor on several accounts. Then in 
1952, after about seven years with 
the agency, Peace was named vice 
president and media director, the 
post he held until 1958 when he 
became a member of the board of directors and 1st vice president 
of the agency. 

William Esty, the agency's founder and first president, had been 
an account man; Houlahan, the second president, came from the 
client side of the fence. Now the third president has come up through 
the media department — a distinct rarity among presidents of any of 
the leading advertising agencies. 

That media was the Peace route is not too surprising, however, for 
it would be hard to find an agency stronger in this department. It 
is unusual in that it represents some of the largest companies and 
best management in the country, and their products, all of which have 
mass appeal. It is not a long client list but it is an impressive one, 
and the agency wants it that way. "We feel," Peace told sponsor, 
"that concentrating on a few top clients is the best way to do a job. 
Eight clients account for the estimated total billings of $68 million, 
70% of which is in air media. Esty employs more than 420 people, 
most of them in its New York headquarters. Its only branch office 
is in Los Angeles. 

Peace commutes to the agency from Scarsdale, N. Y., where he 
lives with his wife and five children. ^ 

John Peace 


30 JANUARY I960 



WITH NEARLY 2,000,000 

"Pulse Area Survey, Nov.. '59 San Diego, Riverside, Orange, Imperial Sales Management Survey, May, '59 



fitprtienttd fry 

I Edward I P«lry 4 I Co , Inc.) 





■ v-A'^vsa ■■:■::.■■<??;. ■■.■:■■■:■-■■ y---^ 



Charles E. Wilson, WCFL — Chicago Local Sales and 
1 Ralph Guild of Daren F. McGavren, New York make sales 

calls on local Chicago advertisers selling the unique effec- 
; tiveness of WCFL in moving products out of retailers stores 

— another example of how McGavren salesmen regularly 
(work as local salesmen. 

. . . ask the man who knows! 

Cy Ostrup, San Fran- 
cisco Manager of 
Daren F. McGavren 
Company after his 
sales work in Chicago 
stated that — "I came 
away from Chicago 
with a new concept for 
presenting the market 
and the sales power of WCFL." This per- 
sonal knowledge and familiarity with the 
market results in greater service for agen- 
cies and substantial schedules for stations. 

Marty Hogan, WCFL 
Chicago General Man- 
ager is enthusiastic 
over the McGavren 
plan for regularly 
scheduling all nation- 
al salesmen to work as 
local salesmen, and 
states that . . . "on the 
local level you can see station policies and 
programming in action, and better under- 
stand the station's objectives in serving 
its audience and the community." 

Tom Haviland, 
WCFL Commercial 
Manager believes that 
every time the Daren 
F. McGavren Com- 
pany sends one of its 
salesmen to work with 
local people it is an- 
other boost for na- 
tional selling . . . "in selling local adver- 
tisers we live with the realities of the 
market every day. National advertisers 
need such information to properly plan 
their broadcast schedules. Talking with 
someone who has worked in the market is 
the direct way to get the facts." 



represented nationally by 

Kymti ana LyeJewwn (Qwifon d^aa^ienMm 



S M T W T F S 

1 2 
3 4 5 6 7 8 9 
10 11 12 13 14 15 16 
17 18 19 20 21 22 23 
24 25 26 27 28 29 30 

When temperatures soar 
in the middle of winter, 
you can credit it to 
Miss January of KOCO-TV. 

If you wish your sales to 
soar with the temperature, 
buy Oklahoma's largest 
coverage . . . buy the station 
with an imagination! 


Q 5 







Editor and Publisher 

Norman R. Glenn 


Elaine Couper Glenn 

VP— Assistant Publisher 

Bernard Piatt 

Executive Editor 

John E. McMillin 

News Editor 

Ben Bodec 

Managing Editor 

Florence B. Hamsher 

Special Projects Editor 

Alfred J. Jaffe 

Senior Editors 

Jane Pinlcerton 
W. F. Miksch 

Midwest Editor (Chicago) 

Gwen Smart 

Film Editor 

Heyward Ehrlich 

Associate Editors 

Pete Rankin 
Jack Lindrup 
Gloria F. Pilot 
Ben Seff 

Contributing Editor 

Joe Csida 

Art Editor 

Maury Kurtz 

Production Editor 

Lee St. John 

Readers' Service 

Lloyd Kaplan 

Editorial Research 

Barbara Wiggins 
Elaine Mann 

Sales Manager 

Arthur E. Breider 
Eastern Office 

Bernard Piatt 
Willard Dougherty 
Robert Brokaw 

Southern Manager 

Herb Martin 

Midwest Manager 

Roy Meachum 

Production Manager 

Jane E. Perry 


Allen M. Greenberg, Manager 
Bill Oefelein 


S. T. Massimino, Assistant to Publisher 
Laura Oken, Accounting Manager 
George Becker; Rita Browning; 
Charles Eckert; Wilke Rich; Irene Sulzbach; 
Flora Tomadelli; Betty Tyler 

- WREX-TV - 


Combining the best of ABC and CBS 
assures you of top coverage in this 
rich industrial and agricultural heart- 
land of Mid-America. 

- WREX-TV - 


of Northern Illinois and Southern 
Wisconsin. You'll have VHF "Ex- 
clusivity" in a billion dollar plus 
market . . . Beyond the influence of 
Chicago and Milwaukee TV (90 air 
miles away) . 

- WREX-TV - 


The viewers' choice, serving 399,000 
sets in a combined rural and indus- 
trial area . . . Ideal for test cam- 


Represented By 
General Manager TELEVISION INC. 


30 JANUARY 196( 




10 1 COURT STREfc'- 




GR. 4-85U 

S * 1 * • « ^ent by the 

a a »iUion dollars is »>£« v >„ er3 horn, 
A hundred n>i" 0entr al He* 

60V fee m our Early Shew. 

d federal totals to £f an \ igM ay 
0«" Sta n e S trueUen of Syracuse . « ,„, 

in the oenstruo dern in the u 

SSSJM& «*• -r. i5n „ aU 

Tayhe th, ~^srs^K~&r 

^-^-^TtXS-W helps. 
f U- Presentat.e 

Katz staff M speeding a fixing 

commercial veh system Txck addresS . 

crosstown expr MenZ1 es at 

is handled dY 


Syracuse boasts 
the largest 
' and oldest 


^ ot China in 
the U.S. 

^*p a ul Adanta 

fice ,president 

\ ?$•*>*. 

Syracuse China Candlelight pattern. 






Kansas City / Phoenix / 

V f KRMG / 
/ Tulsa/ 

Omaha / 




30 JANUARY 1960 


kicked off its lead story of the new decade on January 11 
with a full month's 4-part series devoted to international crime and 



ias already run two separate 
features on the international police organization of 63 nations - 


all over the world are picking up the top 
stories fed to them by the wire services on Interpol! 


f or the brings the complete an* 

fascinating story of the inner workings of Interpol tc 


Only the established world-wide facilities of The Rank Organisation Limited 
(of J. ARTHUR RANK fame) in association with The Jack Wrather Organization 
make possible the production of this absorbing television series for ITC. 


488 Madison Avenue • New York 22 • N.Y. • PLaza 5-2100 
ITC OF CANADA, LTD. 100 University Avenue • Toronto 1, Ontario • EMpire 2-1166 


The W GAL-TV market is richly steeped in 

tradition. This broad area has always been — and is 
— prosperous and stable . . . has $6% billion 
in annual income, spends $3% billion in 

retail sales. WGAL-TV delivers depth 
coverage in its many cities, is first with 

viewers in Lancaster, Harrisburg, York 
and numerous other cities. 




Lancaster, Pa. 

NBC and CBS 

Clair McCollough, Pres. 

Representative: The MEEKER Company, Inc. New York • Chicago • Los Angeles • San Francisco 


Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 


30 JANUARY I960 

Copyright I960 



The bustle of the past week contributed its ample share toward making this 
one of the biggest new business Januaries of recent years for both national spot tv 
and spot radio. 

Included in the past week's haul for tv: Lever's Dinner Ready (K&E) ; Maxwell 
House's Western Blend (Ogilvy) ; Antell's Tv Hair Product (Brown & Butcher) ; Fiz- 
zies (Lamhert & Feasley) ; Northwest Orient Airlines ( Campbell-Mithun, Minneapolis). 

Action in spot radio included: Sara Lee (C&W) ; Oscar Mayer (JWT, Chicago) ; Gen- 
eral Mills Protein Plus (Knox Reeves) ; White Cross Insurance Plan (Phillips & Cher- 
bo, Chicago) ; Antell (Brown & B) ; Hills Bros. (Ayer) ; Folger Coffee (C&W). 

Comes another watchmaker into spot radio for a spring campaign, but this one, 
Hamilton (Ayer) isn't like Swiss Watchmakers (C&W) which is insisting that the 
stations subsidize prize contests and other merchandising. 

Hamilton's plan: minutes preferably adjacent to night news in 50 markets be- 
tween 25 April-5 June. As for merchandising: Hamilton merely states that if a selected 
station does elect to hold a contest it will contribute a watch retailing for $100 as the 
prize. (For Swiss Watchmakers' proposition to stations see 23 January SPONSOR-SCOPE.) 

You can expect NBC TV to disclose its new discount plan by next week. 

The pattern is basically like the one that CBS TV is putting into effect 4 April. 

The key points: (1) special discounts for summer; (2) mid-evening periods 
will have a higher rate than early and late evening periods; (3) an added discount 
will be tailored according to the size of the advertiser's lineup, both night and day. 

Comment from a media director of a top-rank tv agency: "CBS and NBC are making the 
discounts so complicated that only an IBM machine will give us the answer." 

Certain interesting variations and trends in buying philosophy have emerged 
from the renewed momentum that the boom in national spot tv has taken on since 
the first of the year. 

Particularly perceptible are these: 

• While the demand for minutes shows no signs of diminishing, there's a disposi- 
tion toward mixing them up with 20s and IDs. 

• The budgets for individual markets are being split more: the buyer is choosier 
about his spots, preferring to spread the money among two stations in the market, accord- 
ing to ratings, and sacrifice the added discounts accruable from a single station buy. 

• The cost-per-thousand on late shows are getting a much closer look and such 
spots aren't being bought willy-nilly just because they house minute announcements. 

• There's a lot more sprinkling of the schedule between night and day. 

Sellers of tv spot will be especially interested in this: ABC TV is having serious 
qualms about introducing for the fall the concept of letting an advertiser rotate his 
minute participations in different times and programs, as well as nights of the week. 

The idea, the network has found, poses too many problems and risks of its own. 

Like these, for instance: 

1) Making it impossible for a heavy advertiser to shift his investment from a 
property that hasn't turned out so well to a newcomer that's really clicking. 

2) Rotation may be a strong lure in terms of frequency and reach, but some advertis- 
ers may object after a while about being linked with certain program types. 


30 JANUARY 1960 



SPONSOR-SCOPE continued 

Indications are that Burlington Mills will take a flier into spot tv, in behalf of 
its support stockings, out of Donahue & Coe. 

The spur: the intensive 13-week ride that Mojud (Daniel & Charles) is giving its 
Supp-Hose: in network, the Jack Paar Show and On the Go: in spot tv, 19 markets at 
the rate of 15-18 spots a week, both day and night. 

Spot tv buyers needn't expect to find any appreciable sentiment among CBS TV 
affiliates toward following the network's policy of granting a special discount for 
summer business. 

SPONSOR-SCOPE's crosscheck of reps this week on whether the thought had come up 
from CBS stations disclosed there had been random discussions but that they lacked seri- 
ous disposition to do something about it. 

The consensus: the stations had more to lose than to gain billings-wise. The added 
business wouldn't make up for the discounts given advertisers who would stay on 
for the summer anyway. 

For a piquant insight into the degree of liking people have for certain tv per- 
sonalities (not shows), note this comparison compiled for SPONSOR-SCOPE by TvQ: 



! 1958 





Q Rating* 


Q Rating* 

Alfred Hitchcock 





Ann Sothern 





Dinah Shore 





Danny Thomas 





Ed Sullivan 





Jack Benny 





Garry Moore 





George Gobel 





Lawrence Welk 





Loretta Young 





Ozzie & Harriet 





Pat Boone 





Perry Como 





Red Skelton 





Steve Allen 





Note: These ratings do not concern the ratings of the programs, but only the popularity 
of the performer or m.c. *signifies how much liked. 

Bromo-Seltzer (Warner-Hudnut), which spends $2.1 million in spot tv, is toy- 
ing with the idea of putting great stress on woman appeal in its copy platform. 

Seems that Bromo sales have stayed pretty level the past five years, even though the popu- 
lation and the market in headache remedies and antacids have been advancing side 
by side. 

The Motion Picture Association of America will again soon be around to NBC 
TV affiliates via Donahue & Coe to pick up those chainbreaks during the Acad- 
emy Awards telecast (4 April). 

Last year the MPAA spent over $30,000 on these breaks so that there wouldn't be any 
interruptions from regular advertisers to the Academy's hoopla. 

This time there'll be no open end to the show — running from 10:30 to midnight. 



30 JANUARY 1960 

SPONSOR-SCOPE continued 

ABC TV this week cited Nielsen's November-December 1959 reports as further 
confirming its contention that ABC has the largest percentage of younger and larg- 
er families among its daytime viewers. 

In other words, the image that ABC has built up about these factors of audience compo- 
sition regarding nighttime carries over into daytime. 

The November-December breakdown on daytime age groups: 


Under 40 


55 & Over 













The relationship per 

network to family size: 


1-2 Families 

3-4 Families 

5 & Over Families 













Edison Electric Institute (F&S&R) will meet the gas people on their own 
institutional grounds — nighttime network tv — this fall. 

The buy will be an alternate weekly half-hour and the budget at least $3 million. 
Edison has heretofore been associated with daytime network tv. 

Obviously CBS TV doesn't need any nudging from the FCC about dipping into 
more public service, informational or cultural programing. 

Aside from the sale of the four Leonard Bernstein-N.Y. Philharmonic broadcasts to 
Shell (K&E) at $90,000 per program plus time, it's got these things going for it: (1) Fire- 
stone's extension of the Eyewitness to History programs covering the President's South 
American and Far East tours; (2) next season's renewal of the 20th Century films from 
Prudential; (3) Bell & Howell and Goodrich's continued sponsorship of parts of CBS 
Reports; (4) six M.I.T. documentaries for AM&F; (5) an additional $2.5 million from 
Monsanto for the Conquest series; (6) good prospects of Metropolitan Life's participa- 
tion in a public service series. Something like $30 million is involved here. 

NBC TV's ambitions for studding daytime schedules with informational and 
cultural programing don't look too promising — at least for the immediate future. 

The network's got quite an interest from agencies and advertisers in the roster of spe- 
cials it recently announced for '60, but this has centered on the items that are basically 

Daytime advertisers are apparently skeptical, as yet, about finding enough housewives in- 
terested in enlightenment to make their investments worthwhile. 

NBC TV is telling agencies that it won't be able to complete its "dream" sched- 
ule for the fall any sooner than 1 March. 

The implication: the network can't start confirming time bids for the next season until 
well into the interior of March. 

As it looks now NBC TV will probably rip the whole schedule apart, giving the 
coming season an entirely new face. CBS TV is expected to make five or six changes 
and ABC TV, the least. 

Indicated advantage for ABC: lots more time to concentrate on daytime. 

Because of the schedule uncertainty, NBC last week declined to consider a piece of 
business worth $3 million that was offered to it on a platter. 

SPONSOR • 30 JANUARY 1960 17 


SPONSOR-SCOPE continued 

The SKA will disclose its estimate of national-regional spot radio billings for 
1959 in a couple of weeks. 

Indicated increase over 1958: 5%, which would make the 1959 gross $182 million. 

Take it from Nielsen, tv viewers spent 596 million home hours on network spe- 
cials alone during October, November and December of bast year. 

The factors involved in this calculation based on 44,500,000 U.S. tv homes: 

1) 61 evening specials on all three tv networks. 

2) An average home tune-in of 13.26 minutes for all these specials. 

The expected has happened this season on tv network costs-per-thousand : the 
leveling out of the audience and the fact that the networks are programing the 
whole evening spectrum for the first time has upped the nighttime average by a 
record 20%. 

The average cost-per-l,000-homes-per-commercial-minute according to the 1959 Novem- 
ber-December Nielsen was $3.72, whereas the CPMPCM was $3.11 for the same period 
the year before. Here's the comparison by network: 


ABC TV S2.78 $3.27 

CBS TV 3.13 3.59 

NBC TV 3.43 4.30 

Some of the bigger air media agencies in Chicago appear to have run into a 
manpower snag: top jobs at the account and media levels are available but there aren't 
enough people with required experience available to fill them. 

What's happening is this: these agencies are either scouring other parts of the 
country or putting on the proselytizing act among the Chicago clan. 

The fault, say Chicago ad veterans, can be ascribed to the agencies' lack of foresight in 
training people the past 10 years. Budgets soared, services increased and the balance in 
media dominance changed, but interest in building manpower to meet the new needs lagged 
much behind. 

According to Trendex's count, the tv sets-in-use between 6-11 p.m. this Janu- 
ary was 11% under what it had been for the like month of 1959. 

The comparison: January 1959, 60.5%; January 1960, 53.3%. 

The GE Lamp Division (BBDO) is investing about $250,000 in a couple of 
weekly segments of the Bing Crosby-Rosemary Clooney tapes on CBS Radio. 

The order is for 28 weeks (29 February-30 June). 
Fells also contracted for a couple segments. 

The rapid growth of ready-to-serve and frozen foods, observe agency marketers, 
has given impulse buying more and more of an overwhelming edge. 

It has also made it imperative for the advertiser to get maximum effectiveness 
out of his advertising. Hence the ready-to-serve processor will depend more and more on 
broadcast media to help trigger that impulse as close as possible to action at the point- 

For other news coverage In this issue, see Newsmaker of the Week, page 6; 
Spot Buys, page 60; News and Idea Wrap-Up, page 62; Washington Week, page 53; SPONSOR 
Hears, page 56; Tv and Radio Newsmakers, page 70; and Film-Scope, page 54 

18 SPONSOR • 30 JANUARY 1960 

Intellectually alert, vitally associated with man's creative efforts and 
with the many treasured moments of those who stop to look and listen- 
like each of our stations. ..a "Metropolitan "personality. 


205 East 67th Street, New York 21, New York 

New Yorh New York 




Washington, DC. 


KYWis way up 
in Cleveland! 

KYW reaches more adults in mere 
homes throughout the day than any 
other radio station in Cleveland.* It's 
your Ho. 1 radio buy in Ohio's Ho. 1 


Represented by AM Radio Sales Co. 
Westinghouse Broadcasting Co., Inc. 



Reps at work 

George Beavers, Broadcast Time Sales. New York, would like to see 
the theories and concepts of radio timebuying expounded bv media 
directors and agency vice presidents become a reality at the actual 
operating level. "At industry luncheons and in the trade pi 
policy-making media directors propose the soundest methods of 
making radio buys. 'Let the num- 
bers be used as a guide onlv." thev 
sa\ . "Let s take into consideration 
such important factors as the sta- 
tion's prestige in its market, the 
amount of public service it pro- 
grams, its audience composition in 
terms of age level, sex. buying 
power, and most significant of all, 
sales results.' Lnfortunately. this 
philosophy is often limited to po- 
lite discussions of industrv matters 
at dining tables and business fo- 
rums while back at the agency radio is still being bought by the 
numbers." George feels that media executives would undoubtedly 
prefer their buyers to use various depth criteria in selecting stations. 
"but the pressures imposed bv deadlines often make this impossible. 
Sales efficiency can be lost due to hurried buying practices 

Neil Pugh, Branham Company, Inc.. New York, forecasts that tv's 
full magnitude and potential as a selling medium will come to be 
realized in the next decade. ''Predictions are for increased rates of 
growth in our economy and population — that is. more eyes will be 

And considering that the '60s are 
being ushered in by an election 
vear in which tv will be utilized to 
the hilt. I get the feeling that the 
medium can reach full maturity in 
the early "60 r s. Clients and agen- 
da «Jws?^ • J <r*'* c ies will, hopefully, follow a basic 

tenet of the politicians. That is. 

to be seen and heard wherever 

there are voters » buyers ' . Too 

j^^^^^^V" often national spot tv campaigns 

^L ^^^^ ^^. have a 'market cut-off point. So 

^k *■ fck called secondary or smaller mar- 

^^^^^^^ ^^Aaaaaaaam k e t s are nol utilized for spot or 

even supplementary network spot, though both the client and his 

competitors may have distribution in these markets." Neil points 

i nit that the present rapid rate of economic growth "has raised the 

sales potential of these markets advertisers have not fully grasped. 

\\ here there is distribution, tv should follow. The advertiser who 

jumps into the smaller markets first will have the advantage. 

focused on tv than ever before. 




30 JANUARY 1960 



you in counterfeit money. 

Suppose you have eleven clients who 
pay you ten silver dollars apiece for 
an agency service. (This gets too 
complicated if we have them pay you 
what you're really worth.) One client 
is a disgruntled character who pays 
You have the money in eleven neat 
piles. You know that one pile is ersatz. You know that each 
ersatz buck is overweight by exactly one gram. You know what 
a real silver dollar weighs. 

You have a precise pointer scale handy. (No self-respecting 
agency man would be caught without a precise scale.) 

What's the smallest number of weighing operations required to 
identify the pile of counterfeit money? 

(Sure, we'll send you the solution, along with the TV solution to your 
marketing problems in Washington, D.C. Or ask the H-R Television 
man next time he calls to tell you about WMAL-TV. If you send us 
the correct solution, we're liable to send you a copy of Dudeney's 
delightful "Amusements in Mathematics," published by Dover Pub- 
lications, Inc., New York.) 


Channel 7 Washington, D. C. 

An Evening Star Station, represented by H-R Television, Inc. 

Affiliated with wmal and wmal-fm, Washington, D.C. 
wsva-tv and wsva, Harrisonburg, Va. 


30 JANUARY 1960 


The Market-Media 

(This gets deep later on) m?k 

T there's a new reality in marketing. Corin- 
thian's name for it is Tele-Urbia. The 
Einstein-like phrase above describes it 
beautifully. Now all we have to do is define the 
description. Hold onto your hats. 

America's flowing, exploding population is 
changing conventional marketing ideas. Data for 
traditional "metro markets" fail to reflect the 
change. New residential, industrial and trans- 
portation patterns alter marketing and media 
patterns. Industry disperses. City department 
stores and supermarket chains become retail 
networks serving scattered focal points for shop- 
pers. In customs, spending power, and consump- 
tion, farm families look like suburban families. 
New transportation networks tie clusters of 
miniature metropoli together around larger 
metropolitan centers. 

What medium ties the clusters together? 
Television. In communication between seller and 
consumer the clusters— and areas between— are 
made cohesive by the television signal. 

That's the new dimension of marketing. The 

medium employed as the major sales instrument 
delineates the market covered, transcends city, 
county and state boundaries, forms a market- 
media continuum. Corinthian's name — 
Tele-Urbia— suggests the urban origin of a tele- 
vision signal whose contour determines the size 
of a market. The name is new. The concept isn't. 

Anheuser-Busch recognized the concept in 
marketing Busch Bavarian beer. They discarded 
conventional metro market definitions, marked 
out "media coverage areas," built a distribution 
pattern based on television signals, fashioned 
sales territories, wholesalers' coverage areas, and 
retail effort after television's superior market 
coverage, achieved signal success in a remarkably 
short period. 

The Busch Bavarian experience points the 
way to a profound change in marketing theory 
and practice. Key to the change is television. 

In purely physical terms— ignoring posi- 
tive values of impact, sight, sound and motion 
— television best meets modern marketing 



Responsibility in Broadcast in; 


30 JANUARY 1' 60 


Tulsa (Petry) 


Houston ^cbs-tv Spot Sales) 


Sacramento (H-R) 


Fort Wayne (Petry) 


Indianapolis (Boiling) 


Fort Wayne (Petry) 


Indianapolis (Petry) 



>ONSOR • 30 JANUARY 1960 

49th and 

Radio in solid! 

Anyone doubting the selling power 
of radio need only cast his eyes on 
this picture (below). That's me on 

the left with Mrs. Opal Bessey of the 
Yankton Chamber of Commerce and 
Ralph Olson of Pan-O-Gold Co. wrap- 
ping up two loaves of St. John's 
bread for one of our listeners in Ne- 
braska (almost 100 miles away), who 
wrote the Yankton Chamber for the 
bread "as advertised on your radio 

How's that for proof radio's still 
in solid? 

Bill Johnson 
mgr., KYNT 
Yankton, S. D. 

Tv's mess its own fault! 

Some months ago you were kind 
enough to print a few observations 
of mine along "caveat advertiser" 
lines which seem almost prophetic in 
view of recent devlopments. . . 

May I point out something that 
tv's defenders may be overlooking: 

Sure, the top advertisers could in- 
sist on enforcing an NAB Code. But 
what does one leading cigarette com- 
pany called on the carpet by FTC do 
but make capital of it. 

Maybe the newspapers have been 
over-gleeful at tv's troubles. And 
they have participated in stuff just as 
bad. That doesn't make tv's position 
any less reprehensible. 

The point of my original article 
was that business was inviting gov- 
ernment regulation if it wouldn't 
regulate itself, in actual practice in- 
stead of in pious statements at Rotary 
luncheons. . . 

Who else can "clean up the mess?" 
Government must if business won't. 
We have the historical precedents for 
that under both Roosevelts. 

Conscientious and influential busi- 
ness publications like sponsor and 
Advertising Age have already done 
great good, in my opinion, in chastis- 
ing the industry for its sins. So have 
Harper's and The Reporter. 

Don't relax now, for Heaven's sake. 
Let's not get alarmed at the wave of 
criticism . . . keep after the things 
that inspired it. . . 

Alfred H. Edelson, pres. 
The Rytex Co. 

Contradictory policies 

One of those embarrassing incidents 
that make advertising selling so in- 
teresting just happened in my office. 
In fairness, I think you should know 
about it. 

Your very able and personable 
salesman was visiting me a few min- 
utes ago to show me the 9 Jan. issue 
of sponsor, and my ad. We also 
looked at the ad we ran on the inside 
back cover of the 19 December issue. 

Then I turned to the editorial in 
the current issue, and was chagrined 
to learn that sponsor thinks maga- 
zines "are a medium that is declining 

Our first quarter revenue this year 
is substantially ahead of last year, 
and 1959 was ahead of all previous 
years in our 75-year history. We are 
entering our 38th year of advertising 
leadership in our field, and we've 
done it by being honest, and refusing 
the kind of advertising we sometimes 
see in other media. 

No need for argument, but it does 
seem odd that your advertising and 
editorial policies seem to contradict 
each other so violently. 

Wesley L. Bailey 
creative dir. 
Good Housekeeping 


Traffic Director, on electric 
Flexowriter, types pertinent in- 
formation onto operations tape. 

Completely automated telecasting operations — the first in the in- 
dustry — were inaugurated in Cincinnati by WKRC-TV at the start 
of the New Year. The system combines the most advanced knowl- 
edge of modern science and engineering, and the skills of men and 
machinery, to mark a giant step forward in mass communication. 

The new operations promise great strides forward in telecasting 
. . . elimination of visual and audio error by controlled operations, 
elimination of "lost" air by precision timing, greater use of skilled 
craftsmen's abilities, relegating routine operation to electronically 
controlled machinery and equipment, and superior fidelity in re- 
production of sound and picture. 

Automation ... the latest milestone in Taft achievements, dem- 
onstrates again the enormous growth and vitality of the Taft enter- 
prises, their broadcasting leadership in five important markets, 
and constant progress in the still growing industry. 


WKRC-TV operations, as well as the completely modernized fa- 
cilities of WKRC-Radio and WKRC-FM, are housed in a 45,000 
square foot, two-floor building, sitting beneath its 523 foot tower 
atop one of Cincinnati's famous hills . . . overlooking a spectacular 
view of the busy downtown metropolis, the Ohio River and ad- 
jacent industrial towns nestled in Kentucky hills. It is the new 
home of the Taft Broadcasting Company, a $2,000,000 structure 
housing the Home Office of Taft properties and the Cincinnati- 
owned facilities, WKRC-TV, FM, and WKRC-Radio, the pioneer 
station of the 13 Taft outlets. 

Engineer at master cor 
trol remote camera, cor 
trols movements of came 
in studio on another flooi 



i 1mHmmt0k O. 


Radio and Television Stations Sales Representatives: The Katz Agency, Inc., *The Young Television ( or 


On-the-air operation shows announcer facing manless 
cameras in studio. Before automation, operation re- 
quired at least three persons in studio with announcer. 


Concentrate in 








by John E. McMiUin I 


Marion Harper's pure' agency 

That super-duper executive press conference 
which McCann-Erickson threw last week at the 
Starlight Roof of the Waldorf-Astoria was, to 
me at least, more interesting for what it implied 
than for anything it actually said about McCann. 

Marion Harper. Jr.. had called together 50 of 
his top people for a two-day management meet- 
ing and about 25 of us from newspapers and 
magazines were invited to sit in on one of the sessions. 

\^e got an elegant Waldorf lunch (breast of chicken and ham), aJ 
chance to quiz Harper in a 45-minute question period, and a batch,! 
of McCann-Erickson announcements which, I am afraid, most of ufl 
did not regard as particularly earthshaking or newsworthy. 

Essentially, Harper was explaining McCann's new corporate setup;! 
a wondrous structure that includes a parent company, McCann-J 
Erickson Inc., and four "line" divisions. McCann-Erickson Adver- 
tising I'L.S.A. i The McCann-Marschalk Company, McCann-Ericksor 
Corporation I International I and Communications Affiliates Inc. 

If you are a dedicated systems-and-procedures man who dotes oi 
organization charts and loves to label the names and numbers of al 
the players, you would probably have been entranced. 

But to me the only meaty significance of the McCann planning lay 
in three delayed-action bombs that nestled nearlv unnoticed amid the 
welter of facts about billings, offices and titles. 

Not in the 4A tradition 

Bomb No. 1 was the almost shy announcement that, along w T itt 
establishing two separate and independent agencies, McCann-Erick 
son Advertising (U.S.A.) and the McCann-Marschalk Company, the 
corporation is setting up a new division headed by C. Terence Clyne 

This division, M-E Productions Inc., will handle all time and talenl 
for network radio/tv shows used by the two agencies. 

It will be, as far as I know, the first completely independent arc 
incorporated radio tv operation in the agency field. 

Bomb No. 2 was the way in which Harper praised McCann-Erick 
son (U.S.A.) as the onlv "pure" agency of any consequence in tin 

In saying this he contrasted it with such "traditional 4A agencie-' 
as Y&R. Thompson, and others and, I suspected, tipped off the new 
McCann business-getting party line. 

McCann-Erickson Adv. (U.S. A.) comprises the bulk ($170 mil 
lion) of the corporation's billing, has 1,200 people in seven offices 
and is headed bv Robert Healy, chairman and Emerson Footei 

Its claim as a "pure" agency rests on the fact that (unlike Mel 
Cann-Marshalk) its research, merchandising and public relations art! 




handled separately by Communications Affiliates Inc., and its net- 
work radio/tv (like McC-M) by M-E Productions Inc. 

Said Harper, "It will concern itself solely with creative advertising 
functions. No other sizeable agency can make that statement." 

Bomb No. 3 was the news which came out almost accidentally that 
this trend toward agency "purification" is destined, in McCann plan- 
ning, to extend even further. 

An eagle-eyed reporter caught, on one of the organization charts, 
an unexplained area labeled "John Tinker and Partners." 

Tinker is McCann's creative boss, and Harper, in response to ques- 
tions, said that at some future time the creative departments might be 
set up as a separate unit. He also hinted at other possible fractiona- 
tions, a data processing center, for instance. 

Yes, but what does it mean? 

Now what (if anything) does all this dither of planning mean to 
[McCann's clients, competitors and advertising prospects? 

I The members of the press were confused and some of them said 
so. The Wall Street Journal, for instance, wanted to know if the 
■talk about "line" and "staff" operations meant that McCann was 
reorganizing "like an army." 

His question brought laughter and a rather qualified denial. 
Later, Madison Avenue scuttlebutt advanced two theories: one that 
McCann's corporate proliferation was primarily a scheme to save on 
taxes, the other that the setting up of two separate agencies was done 
to allow McCann to handle both Standard Oil of Ohio, and the 
expanding Esso operations. 

Both theories, I suspect, fall into the class of semi-educated guesses. 
out neither fully explains what Harper is up to. 

I My own hunch is that all these McCann machinations (both 
U.S.A. and International) can only be understood if you look upon 
diem as part of a deliberate job of agency "image building." 

McCann-Erickson, it seems to me, is fiercely determined to look, 
jet, seem and sound like a great, big complex, grown-up industrial 
empire, rather than just another ad agency. 

And this somewhat emotional drive for high-level corporate status 
s far more important than any practical considerations. 

Take the matter of a separate radio/tv corporation. It is true, as 
rlarper says, that in network tv an agency must deal on a high level 
j«vith "three networks and about 12 program suppliers." 

But other agencies have solved this problem without splitting off 
jheir radio/tv departments. In McCann's case the main reason 
^eems to be to build a bigger, better "big business image." 
, Such an image, of course, has great appeal for certain top-echelon 
executives in advertiser organizations. 

It comforts many corporation presidents to deal with anyone whose 
egal, financial and operational affairs are as tangled and complex 
is their own. 

And, being used to thinking of most admen as hucksters, frauds 
ind Madison Avenue barflies, they are soothed by a Harvard Busi- 
less School approach. 

But — and this is what seems to me still unresolved in the McCann- 
^rickson image thinking — advertising is, and is widely known as, 
'creative" business. 

It's all very well for an agency to build an image of corporate 
mmensity and complexity. But it must also have a reputation for 
deas and creativeness. 

That is why, I suspect, Marion Harper is talking the "pure" agency 
ine, while busily complicating the McCann-Erickson empire. ^ 





ABC Television in San Antonio . . 

the Greatest Unduplicated Live 

Coverage in South Texas! 

Represented by 



30 JANUARY 1960 



I • 











According to all signs, 1960 will be the hottest year in business 
history. About twelve billion dollars will be invested in adver- 

You'll get your full share of new business if you use the maga- 
zine that's pin-pointed to spot. 

SPONSOR'S editorial climate is 100% in tune with the men 
and women who make the spot-buying decisions at all top na- 
tional agencies. 


Since 1958, every independent survey of agency/advertiser 
trade paper reading preferences PROVES THAT SPONSOR 


We have just completed a factual 
and colorful presentation which tells 
how and why trade paper advertis- 
ing can help you increase national 
spot dollars. May we show it to you? 


During a year of rising advertising costs . . . 




FOR ALL OF 1960! 


1960 brings a SPONSOR advertising rate increase — 
the first since 1957. But it's SPONSOR'S wish to give 
old advertisers a break. To all contract advertisers of 
record as of 1 April 1960, SPONSOR guarantees 1957 

rates throughout all of 1960. 

Signed . 


Editor and Publisher 


40 E. 49th Street, New York 17 * MU 8-2772 








It's true in Des Moines, Iowa, where KRNT-TV 
has had over 79% of the local business in 
this major 3-station market for 3 years! 

There is nothing so satisfying as doing busi- 
ness with people who know what they're 
doing and where they're going. Leading local 
and national advertisers have known for 
years that the "know-how, go-now" stations 
in Des Moines are KRNT Radio and KRNT-TV. 

They have confidence in the ability of our 
peopie to make their radio and television 
investments profitable. It seems clear that 
for these astute advertisers, there is nothing 
so satisfying as radio and television fare 
presented by good, honest, experienced air 
personalities who know what they're doing. 

From surveys made several times a year for 
the last several years, it seems evident that 
the people of Central Iowa like to listen to 
and view our stations. 

Latest F.C.C. figures show KRNT-TV handled 
over 80% of ALL the local television adver- 
tising placed in this three-station market. 
The year before, over 79% . . . and the year 
before that, over 80%. Our local RADIO 
business in a six-station market has always 
exceeded that of our nearest competitors by 
a country mile. 

We know for a fact that these figures are 
merely a reflection of our public acceptance 
. . . our long-standing excellence in public 
service . . . reliability that is vital in all selling! 
We believe this to be true: the ones that 
serve are the ones that sell in Des Moines. 

People believe in and depend upon these 
stations. Check the ratings, check The Katz 
Agency, check the cash registers. 




30 SPONSOR • 30 JANUARY 19 )t 


30 JANUARY 1960 

\p u bl*' n TV Fare 




ItZ Breed Delinquency 


j portrayed on*** ^„ 

crimes and In t 
detection,' . »•, 

To Horrors Of TV 

»EU, FORD .., „ „ * W 

ted- lr- * _.I^«ald to comP ,i . \y • _-*l\ 

-* Attorw '- T~; x> o* ,,,,1*1° 
uw-^.u' v ffc\e x 

Mr. P l r^ v C> a <.o^!?^\^ 

,_ n 1 "^ -..•f?' -tO** ._A.*° .it> 1 / «.v* </ 

who* woHd-famou 
sraetfr "Li'. Abopr . 
'Ws of news 

•« last ni 
1 session v 
'Ws Assn. 

Cam™ • CamW - **• «•« S, 

Ul Abnrr-* crrator ^ W(1 , 

, Turn, „, 

^mg pi 1 






his week, as the networks began their testimony sense, the true from the screwy, the serious from the 
before the FCC, and the ANA and the AFA nailed self-seeking, and to try to see where tv really stands 
down final plans for special tv meetings to be held in relation to charges made against it. 

in New York and Washington on 2 February and 
5 February respectively, sponsor's editors com- 
leted a comprehensive study of the types and kinds 
of criticism that have been hurled against the tv in- 
dustry in the past four supercharged months. 

The Van Doren revelations before the Harris 
Committee last fall were, as everyone now realizes, 
merely a trigger that set off a chain reaction of 
anti-tv blasts. 

Within a few weeks public clamor about tv (raised 

Our purpose: to sort out the sense from the non- to a roar by gleeful magazines and newspapers) had 


30 JANUARY 1960 


-\M-|il t iii beyond the moral lapses of 
a \ oung Columbia professoi . 

Since last October, In actual count. 
more than 20 different and largely 

unrelated charges have been voiced 
againsl t\ . 

The) range from accusations of 
program fraud to complaints that tv 
is ruining children's eyesight, from 
gripes about shaving sandpaper to the 
perils of canned laughter and payola. 

Even more serious thev have all 
been tangled up together in a con- 
fused (lotted mass of loud statements 
and fu/z\ thinking. 

And nearl) everyone has been get- 
ting into the act. The yelps and 
squeals of certain newspaper tv col- 

umnists have been augmented by 
statements from such notables as 
Y\ alter Lippman, Mrs. Roosevelt. 
President Eisenhower. 

The thick, blue-bound tomes of 
FCC testimony disclose such oddh as- 
sorted names as Rod Serling. the 
writer. Reinhold Niebuhr, the theo- 
logian. Robert Montgomery, the ac- 
tor, as well as priests, rabbis, Har- 
vard professors, legal experts, grange 
officials, and women's club matrons. 

Out of this whole sticky confusion 
of people and viewpoints, charges and 
countercharges, proposals and pana- 
ceas, SPONSOR has attempted to ex- 
tract some semblance of sense. 

How much of this criticism is justi- 

fied? How much is irrational? Hon 
much is unfair? How much merelv 
trivial and irresponsible? 

To get sensible answers to these 
questions, sponsor believes it is nec- 
essary to sort the criticism into un- 
derstandable categories, and examine 
each in turn. 

Program fraud. Admitted!) 
fraudulent practices existed in the 
case of a number of tv quiz shows. 

However, despite the headlines 
about Twenty-One and Tic Tiu 
Dough, these shows never represented 
more than a fraction of total tv pro- 
graming. Attempts to damn all tv on 
the basis of a handful of offerings 
were alwavs somewhat ridiculous. 






Networks and stations charged with wholesale fraud and 
deception as a result of disclosures to Harris Committee 
on a handful of big money quizzes like Twent\-0ne 



hi tv, uproar over payola centered on free or hidden 
plugs slipped into scripts to promote products, prizes, 
books and stores for other than the sponsor of program 



Network officials accused of negligence in not knowing 
about quiz rigging: station with failing to live up to 
promises they made at time they secured their licenses 



Widespread criticism, especially by intellectuals, that tv 
ivas not devoting enough time to serious programs in 
the "public interest," particularly in prime evening hours 



Complaints from educators, religious groups, and print 
media that It's westerns and crime shows were degrading 
the public and contributing to delinquency of juveniles 



Tv directors, writers, and even some advertisers like Court- 
ney of Coty, cried for complete divorcement of sponsors, 
from programs. Suggestions made for "British' system 



/ iolent attacks on tv commercials included charges oj 
false claims, deceptive techniques, bad taste. Networks, 
and stations, as well as agencies, advertisers castigated 



30 JANUARY 196C 

Since the scandals broke, both CBS 
nd NBC have taken strong steps to 
revent further quiz rigging. CBS 
as barred all giveaway programs. 
JBC has set up a policing system un- 
er an ex-FBI agent. 

With the present system of con- 
"ols (strengthened by more specific 
mguage in the Tv Code), there 
eems little likelihood of a recurrence 
f quiz rigging. 

Conclusion: the fraud charge, once 
prious, is a dead issue. 

Program deception. Coupled 
vith fraud (and confused with it) 
iave been criticisms of certain decep- 
ive program practices. 

Oddly enough, most of these criti- 
cisms have come from tv men them- 
selves notably Dr. Frank Stanton of 

CBS has set up safeguards against 
such practices as unlabelled canned 
laughter, unidentified film or tape 
sequences, and announcements that 
The Big Party was being held at the 
Waldorf when it wasn't. 

Many industry people believe CBS 
has gone to ridiculous extremes. 
"Stanton confuses delusions and illu- 
sions" says one tv producer. And per- 
formers like Garry Moore poke fun 
at CBS "The truthful network." 

Conclusion : Deceptive program 
practices were never a serious issue. 

and are even less of an issue now. 

Payola. The uproar over payola 
scrambled tv and radio together, but 
actually there is little similarity be- 
tween payola methods in the two 

In tv payola is largely limited to 
free and hidden plugs, slipped into a 
program to promote a product, pic- 
ture, cause, prize, or company, other 
than the actual sponsor of the show. 

From a practical standpoint, the 
person most hurt by the practice is 
the advertiser who is paying the bills. 

The industry is agreed that tv pay- 
ola is evil and networks and stations 
have stepped up efforts to stamp it 
out. It can probably never be com- 



"BS barred all giveaway shows, laid down new rules on 
anned laughter, pre-taping etc. NBC set up tough, com- 
prehensive system for policing all of its quiz programs 


Under present controls wide-scale program frauds 
of the past are virtually impossible. Fraud charges 
against tv practices just won't stand up. Not serious 

Crackdown by networks on every type of unpaid plug, and Despite hullabaloo, tv payolas were never a major 

leiv, tighter controls established. At station level all and- industry evil. Though impossible to stop com- 

yayola measures thoroughly reviewed and strengthened pletely, new rules will reduce them. Not serious 

>'iigh level executives appointed by networks to maintain Chief worries in negligence charge are black eyes 

lose watch on program standards. Sharp rise in number suffered by some tv men, and chance for some 

if stations accepting the provisions of NAB's Tv Code revision in licensing procedures. Medium serious 

dramatic increase in public service programs planned and No industry-planned fare of public service pro- 

icheduled by both networks and stations. Strong trend grams will ever satisfy certain intellectuals, but 

o information and documentaries in prime evening times new schedules will ease pressures. Medium serious 

ndications that next program year will see proportion- Medium serious, but complaints against tv's crime 
itely more serious, situation comedy, public service shows. and violence are usually too emotional, and unsup- 
3ut no marked anti-crime, anti-western trend in sight ported by authoritative facts to carry much weight 

Warning by ANA to FCC that attempts to remove spon- Most gripes about sponsor interference in tv scripts 
iorship program controls might weaken medium econom- are trivial, unimportant. Much more serious though, 
•cally. Nevertheless even some agencymen are urging it are attacks on cost per M standards of advertisers 

VAB code tightened. 4A's Code gets special "tv interpre- The most dangerous area of tv criticism. Potential 
tation." Many advertisers reviewing commercials, as FTC dynamite. Broadcasters on spot unless they get 
charges some major companies with visual chicanery more help from agencies, advertisers. \ ery serious 


30 JANUARY 1960 


pletely eliminated but is being cut 

Conclusion: Charges of tv pavola 
are relatively trivial and unimpor- 
tant, even though the problem is an 
annoying one. 

Executive negligence. Network 
executives received a critical lambast- 
ing for negligence in acting on quiz 
show practices. 

I ndoubtedly. the charges resulted 
in some personal black eyes for the 
officials involved. And critics like 
Robert Montgomery have attempted 
to keep the matter alive by recent 

However, the quiz scandals obvi- 
ously taught the networks a lesson. 
Both CBS and NBC have appointed 
vice presidents to watch program 
practices and there seems little rea- 
son to believe that, with new con- 
trols, they will again be open to the 
same criticism. 

Conclusion: Further charges ofnet- 
ivork negli-gence {on these scores, at 
least) seem uholly unjustified. 

License promises. A sizable 
number of critics have expressed the 
belief that all of tv's problems could 
be eliminated "if tv station men lived 
up to promises made when thev se- 
cured their licenses." 

SPONSOR has examined these criti- 
cisms and has failed to find a single 
one which contained factual evidence 
to support and document this odd 

On the contrary, a review of more 
than two dozen reports from tv sta- 
tions indicates that many station own- 
ers are exceeding the license obliga- 
tions, particularly in the matter of 
public service and communitv interest 
programs, by a wide margin. 

Proponents of the "live up to prom- 
ises" theory, and they include such 
thoughtful industry figures as Quincv 
Howe, seem to expect that this gambit 
would achieve the millenium. 

But they tend to disregard the 
realities of network, station and ad- 
vertiser relations, i It is hard to see 
how a tv station owner by '"living up 
to his promises" could have pre- 
vented the quiz fiasco.) 

And the larger question remains. 

why has the government never set up 

any reasonable standards to guide tv 

men in making "License promises." 

1 Please turn to page 57 I 



^ Air media becomes an increasingly important battle- 
ground for hotly competitive dog and cat food brands 

^ Tv alone gets about $14 million billings as manu- 
facturers appeal to owners of some 50 million pets 

I hey re fighting like cats and dogs 
over the I .S. pet food business nowa- 
days, and with good reason. The in- 
dustry is currently crow ding the S 1 2 
billion mark in annual sales. Compet- 
ing for this meaty bone at national, 
regional and local levels are an esti- 
mated 3.000 brands. 

But the bulk of the business goes to 
a handful of big national and region- 
al companies that are heavily in air 
media. Last year, for example, tele- 
vision alone received a TvB-estimated 
$14 million in pet food billings. 

The reason for such an invest- 
ment of ad monies could scarcelv be 
summed up better than it was by I. 
M. Gan whose supermarket in Apopo- 
naug. R. I., was featured in a pet 
food article in the August 1959 Food 
Topics. The Gan supermarket carries 
40 to 50 different kinds of do2 food. 


15 kinds of cat food, runs its own 
heavy promotions on various of the 
brands weekly. "For these," Gan tolc 
Food Topics, "we select items that are 
being nationally advertised, with pref- 
erence given to those items being ac 
vertised on television. Television-ad 
vertised products are big sellers be- 
cause the customer is pre-sold." Pe 
goods account for about 39c of the 
Gan markets total dollar volume. 

Although dog food products can be 
traced back to 1879 I Spratt's intro- 
duced a dog biscuit then), the com- 
mercial industrv we know todav grew 
up along with air media. The firs 
canned dog food was marketed ir 
1926. just about the time radio got 
under way. 1 During 1959, Radio Ad- 
vertising Bureau reports 20 pet fooc 
manufacturers used radio, mostly 
spot.) In 1928. Clarence Gaines pio- 


"•:: r 111 ! :::. ; J 


Ralston Purina Dog Choic 



General Foods Gaines Dog Food 



Quaker Oats Ken-L Dog Food 


General Mills Sureehamp 


Polk Miller Sergeant's Pet Care 


Armour Dash Dog Food 


Quaker Oats — Puss 'n Boots 


Source: Tv Bureau of Advertising 





nee red in the dry dog food industry. 
This year, Gaines (now a product of 
{General Foods) and Ralston Purina 
Dog Chows are set to battle it out for 
leadership in the dry dos food mar- 
ket. In the first nine months, these 
two companies were the largest spend- 
ers in network tv I see box on opposite 
page). Each will be heavy spenders 
again during 1960 in both net and 
spot since Gaines begins advertising 
(through B&Bl its new Gravy Train, 
and Purina (through Gardner) is out 
to buck it with a coupon offer. 

The Gaines introduction of Gravy 
Train ( dry food that makes its own 
gravy when warm water is added), 
which gets off this month with the 
North-East-Central area bounded on 
the west by Detroit and the south by 
Raleigh, is a good example of pet 
food marketing strategv and adver- 
tising. Gaines research showed that 
pet owners have a deep desire to serve 
their dogs human-oriented foods (de- 
spite the fact that almost any dog 
food product on the market today 
supplies the dog with a more com- 
plete diet than most humans get) . 
So thev came up with Gravv Train 
which looks like beef stew and there- 
by satisfies the owner's desire along 
with the pet's needs. 

The dog may be the final judge of 
his food, but it is his owner who is 
the initial judge, and unless the own- 
er buys it and serves it. the dog will 
have nothing to judge. So the com- 
mercials (B&B and Gaines shot more 
than 34.000 feet of tv film; for tv 
and print ads, over 100 dogs were 
photographed) have a real emotional 
pull for the dog owners — one of the 
things that Schwerin Research Corp. 
has found is a boost to dog food 
commercials (see adjacent box). 
Gaines media objectives are: (1) 
wide national coverage of dog- 
owning families: (2) an all-family 
audience: (3) visualization of prod- 
uct and package in a quality environ- 
ment: (4) use of full-color mass me- 
dia to provide maximum demonstra- 
tion. In addition to the air and print 
campaigns. Gaines will distribute sev- 

(Please turn to page 57) 















Emotional approaches do well (little dog lost, etc.). 
Pet ownership is emotional, feeling can be exploited 

"Red meat" and ingredient copy platforms have not done 
well, do not translate brand superiority into "payoff" 

When color tv becomes more practical the product 
ingredient story may pack more punch in pet ads 

Feeding scenes are sure-fire sell. Sight of a pet happily 
chomping on his food registers with dog or cat owners 

Less effective are animated pet food commercials. Noth- 
ing says "dog" to an owner like a live-action picture 

Fantasy situations [dogs acting human, at cafe tables, 
etc.) do well. Maybe owners think of them that way 

= Source: Schwerin Research Corp. 






Brand X beer 
has no head but 
it goes to yours 


#%lthough historians are in- 
clined to mark the last week of 
April 1960 as the time Brand X 
struck back, the movement had its 
actual beginnings some months 
before. The incident was not pub- 
licized and, ironically, had noth- 
ing to do with television commer- 
cials which, back in those days, 
were blamed for everything. 

On a November afternoon of 
1959, deep in the Ozarks, a Fed- 
eral revenuer stumbled upon the 
rather sizeable sour mash still of 
Stacey Beaufort Purdie, known 
along the Bourbon belt as "Big 

"Oho!" exclaimed the revenu- 
er, "and what beverage have we 

"Brand X," said Big Apple, 
tapping the revenuer on the head 
with his squirrel gun and drop- 
ping him into the mash. 

Actually, that batch of Brand 
X was the best white lightning 
Big Apple ever ran off because, 
in a way, it was the product of a 
Federal body. 

This first riposte on behalf of 
Brand X might have remained an 
isolated incident except for one 
thing. One of Big Apple's cus- 
tomers was Owney Grits, mana- 
ger of a local tv station. The next 
time Owney traveled up to Madi- 
son Avenue to pitch the agencies, 
he carried with him a two-gallon 
flask of Big Apple's Brand X ju.-t 
in case the bars in Manhattan 
burned down or closed for an 

Neither emergency occurred, 
but while entertaining several 
timebuyers in his Plaza suite, 
Owney broke out the jug and they 
sampled it. 

"Tastes good, like Brand X 

shouldn't," said one timebuyer. 

"You know," said another, "I 
don't think our copywriters and 
tv producers give Brand X prod- 
ucts a fair shake. Whether it's 
orange juice or filter tips, if it's 
Brand X it's shown to be ineffec- 
tive and inferior." 

But Brand X is inferior," in- 
sisted a young timebuyer. "Our 
whole economy is founded on 
Brand X being inferior." 

"Let's phone some girls," said 
Owney, and the Brand X debate 
was, as they say in parliamentary 
circles, tabled. 

But one of the timebuyers was 
a thinking man named Tubman 
Spockett, and when he gathered 
his thoughts again several days 
later, it occurred to him that if 
the economy was based on Brand 
X being inferior, then perhaps 
something was wrong with the 



30 JANUARY 1960 

"X" girdles 

lose their shape 

—not yours 

step up 

stomach distress 

with Brand X 




economy. He decided to take up 
the cause of that underdog — X. 

Spockett began by writing his 
Congressman early in February, 
demanding that the FCC do some- 
thing about granting "equal time" 
to Brand X products. "It's just 
good politics," Spockett wrote, 
"and 1960 is a big political year. 
And what if candidates on elec- 
tioneering telecasts begin slinging 
mud at "Opponent X" instead of 
naming names? Don't let tv com- 
mercials lead us into a whole 
sneaky way of life." 

Although the Congressman was 
confused by Spockett's letter, he 
did recognize that since it had to 
do with tv, Capitol Hill would 
have a field day. So he passed it 
to the FCC which passed it to the 
FTC which passed it to the Jus- 
tice Dept. which passed it to the 
House Committee on Legislative 

Oversight which passed it to the 
newspapers. At this point, Spock- 
ett's crusade to remove the stigma 
of inferiority from Brand X be- 
came a cause celebre and his me- 
dia director composed a fine let- 
ter of resignation which Spockett 
cheerfully signed at the point of a 
letter-opener. Out of a job. but 
undaunted, Spockett set oif for 
upstate New York where, in those 
days, was the secreted factory 
that turned out all the Brand X 
products for advertising use. 
Here were produced headless 
beers, filters that let through tars 
but screened out taste, shampoos 
that dulled hair, dentifrices that 
encouraged cavities and bras that 
didn't hold up — anything. Spock- 
ett changed all that. Working 
with lab technicians, Spockett 
produced a superior Brand X in 
every category. What happened 

to tv commercials then, in April, 
is history. 

Brand X never lost a compara- 
tive test. Name brands took back 
seats as products X relieved 
headaches faster, washed clothes 
whiter, soothed stomach linings, 
spread easier, tasted crunchier, 
burned more evenly, cushioned 
rides, were kinder to hands, 
climbed hills faster, deodorized 
longer, held their shape. It might 
have been the end of everything 
if, in July 1960, a benevolent 
FTC had not attached a rider to 
the Robinson-Patman Act to the 
effect that "in the interests of fair 
trade, Brand X will no longer be 
permitted to test-compare in tv 
commercials with inferior name 
brand products." As for Tubman 
Spockett, he heads up the vast 
Brand X empire which today out- 
sells all others. ^ 


30 JANUARY 1960 


MEDIA DIRECTOR Dick Bean, Warwick & 
Legler, is typical of many with radio savvy 

ASSOCIATE media directors, like Gene 
Accas of Grey, were cited for knowhow 

TIMEBUYERS, largest category, is repre- 
sented by BBDO's Betty Share, San Francisco 


^ SPONSOR polled networks, stations, reps for names 
of some of the real "specialists" in radio advertising 



^ Impartial, comprehensive, coast-to-coast survey turns 
up 241 names in all ranks of agencies and advertisers 

low many modern advertising 
men really know how to use radio? 

Three months ago, SPONSOR pointed 
out editorially, that many of the 
younger men in agency and advertiser 
ranks have never had any practical 
experience in selling through the 
older broadcast medium. 

The question immediately arose — 
are there any real radio specialists, 
any real radio experts left in the ad 
business? If so, who are they, and 
where are they? 

To get the answers to these queries, 
sponsor made a coast-to-coast survey 
of stations, station representatives 
and network executives, and asked for 
their nominations. 

First results of the poll indicate one 
startling fact. Despite the attention 
which tv has had in recent years, 
there are an astonishing number of 
radio-savvy admen. 

You won't find them in every 
agency (including some of the larg- 
est) . And you'll find a higher pro- 
portion of them outside New York 
than you'd expect. 

But people in the know cite the 
following names as typical. Here, in 
broad categories, are some of the 
names that turned up most often. 

If you're in New York and looking 
for the tops in media directors, ac- 
cording to sponsor's opinion poll 
you'll hear such names as "Pete" 
Matthews at Y&R, Larry Deckinger at 
Grey, Joe Braun at K&E, Dick Bean 
at Warwick & Legler, Bill Dekker at 
McCann-Erickson, Roger Bumstead 
at MacManus, John & Adams, Joe 
Knap at Wesley, Mark Byrne at 
Esty, Ed Grey at Bates, Gerry Arthur 
at Donahue & Coe, Dan Kane at El- 
lington, Marvin Richfield at Erwin 
Wasey, Ruthrauff & Ryan, John En- 

nis at Fletcher Richards, Calkins & 
Holden, Jerry Bess at Arkwright. 

In Boston, Bill Monahan at Dowd 
& Co., Alice Liddell at K&E, Tom 
Covey at Sutherland-Abbott, Frank 
Browning at Badger & Browning & 
Parcher, "Bo" Bernstein at Bernstein, 
Betty Parsons at Bresnick, Henry Hart 
at Noyes, Marie Kachinsky at Silton 
Bros., Callaway, Louise Doherty at 
Reach McClinton & Humphrey, Rose- 
mary Rohmer at Hoag & Provandie, 
Ruth Simonds at Bennett & Northrup, 
Helen Horrigan at Hutchinson. 

In the Midwest, votes went to the 
following Chicago people at this level: 
Dave Williams at Wade, Evelyn Van- 
derploeg at Arthur Meyerhoff, Frank 
Morr at Gordon Best, Dixon Harper 
(farm director) at Aubrey, Finlay, 
Marley & Hodgson. 

In Detroit: Kelso Taeger at Mc- 
C a n n-Erickson, Charles Campbell 
(consumer products) at MacManus, 
John & Adams, Albin Yagley at 
Grant, Neal Nyland (dealer associa- 
tion advertising) at Geyer, Morey, 
Madden & Ballard. 

On the West Coast, first choices in 
Los Angeles were: Kay Ostrander at 
Heintz, Mary Ellen Wheeling at 
Anderson-McConnell, Jane Leider at 
Atherton Mogge Privett, Joel Stearns 
at Milton Weinberg, Kent Goodman 
at Advertising Agencies, Jess Johns 
at Eisaman-Johns. 

In San Francisco: Jack Davis at 
Honig-Cooper & Harrington. 

In the Northwest, Seattle: Bob 
Wesson at Miller, Mackay, Hoeck & 
Hartung, Colleen Mattice at Guild, 
Bascom & Bonfigli, Gertrude Nyman 
at Pacific National. In Portland: 
Ralph Rogers at Cole & Weber. 

Pollsters in the South list these 
names at the top level of know-how: 

In Atlanta: Warren Stewart at Mc- 






30 JANUARY 1960 


* ^ann-Marschalk, Pamela Tabberer at 
Liller, Neal, Battle & Lindsey, Ledie 

glWalters at D'Arcy, Anne Benton at 
Tucker Wayne. 

In Miami: Andrew Purcell at Mc- 
Cann-Marschalk, Ray Lipe at Grant. 

5; In Nashville: Jane Dowden at Noble- 
Dury. Elsewhere in the South: Betty 
McCowan at Henderson in Green- 

. ville, S. C; Manning Rubin at Car- 
gill, Wilson & Acree in Richmond. 

J In the broadcast supervisors 
and radio/tv directors category, 

here are the names heard most often 

in New York: 

Paul Gumbinner at Gumbinner, 

'Seymour Goldis and Jay Schoenfeld 

at McCann-Erickson, Vera Brennan 

at SSC&B, Helen Thomas at Street & 

'Finney, George Perkins at Schwab, 

;Beatty & Porter, Bob Day at Albert 

Frank-Guenther Law. 

In St. Louis: Harry Renfro at 
D'Arcy. In Kansas City: Gene Den- 
nis at Potts-Woodbury. In Los Ange- 
les: Hilly Sanders at Honig-Cooper 
& Harrington. In Seattle: Tom Blosl 
at Botsford, Constantine & Gardner. 
In many cases, agency presidents 
were cited as possessing specialized 
knowledge about radio. Tom Adams 
of Campbell-Ewald in Detroit was 
nominated, along with Harry Ches- 
< ley at D'Arcy in St. Louis, Lee Friend 
'at Friend-Reiss in New York, Frank 
■ White at Kirkland, White & Schell in 
'Atlanta, Forbes McKay at Keegan 
1 and Bob Luckie in Birmingham, C. 
'Knox Massey in Durham. 

Among associate media directors, 
! sometimes termed media supervisors 
(and sometimes including v.p.'s), 
these were most frequently men- 
tioned : 

New York: Hal Miller at Benton & 
Bowles, John Crandall, Dick Jones, 
Tom Swick at McCann-Erickson, 
Warren Bahr, Frank Coulter at Y&R, 
Gene Accas at Grey, Bob Lilien at 
J. Walter Thompson, Herb Maneloveg 
at BBDO, Tom Carson and Julia 
Brown at Compton, Herb Gandel at 
Warwick & Legler, Ed Fieri (spot co- 
ordinator) at BBDO. 

Chicago: Elaine Kortas at Mar- 
! steller, Rickard, Gebhardt & Reed, 
Jack Ragel at Tatham-Laird, Bob 

Jolly at Wade, Helen Davis at Clinton 
E. Frank. 

Los Angeles: Muriel Bullis at Er- 
win Wasey, Ruthrauff & Ryan, Julie 
Herrell at Young & Rubicam, Gene 
Vaslett at Foote, Cone & Belding, 
Eileen Henriquez at J. Walter Thomp- 
son, Helene Sellery at Stromberger, 
LaVene & McKenzie, Mary Kay Cain 
at McCann-Erickson, Lydia Reeves at 
Foote, Cone & Belding. 

Atlanta: Dorothy Nelns at Liller, 
Neal, Battle & Lindsay. 

In media's biggest legion — the 
timebuyers — here are names spon- 
sor turned up as savviest in radio: 

New York: Dick Grahl, Hal Simp- 
son, Jack Finnell, Dick Olsen and 
Jack Nugent at Esty, Tom Viscardi, 
Bob Gleckler and Ann Purtill at Y&R, 
Hope Martinez and Jim Clinton at 
BBDO, Jane Podester, Ginny Conway 
and Phil Stumbo at McCann-Erick- 
son, Jonnie Murphy and Anita Was- 
serman at Gumbinner, Fred Spruy- 
tenburg at SSC&B, Bob Kelly at Len- 
nen & Newell, Jerry Sprague at Cun- 
ningham & Walsh, Bob Boulware and 
Jim Kelly at Fletcher Richards, Cal- 
kins & Holden, Lionel Schane at La- 
Roche, Catherine Noble at McCann- 
Marschalk, Jack Giebel at Grey, 
Frank Marshall and Margot Teleki 
at J. Walter Thompson, Joe Hudack 
at Warwick & Legler, Jay Walters at 
Dancer-Fitzgerald-Sample, Beth Black 
and Bob Turner at Cohen, Dowd & 
Aleshire, Gregg Sullivan at Bates, 
Evelyn Lee Jones at Donahue & Coe, 
Bob Liddel at Compton, Vince De 
Luca, Erwin Wasey, Ruthrauff & Ry- 
an, Kay Shanahan at Geyer, Morey, 
Madden & Ballard, John Eckstein at 

Philadelphia: Alan Bobbe at Ait- 
kin-Kynett, Paul Kizenberger and 
Frank Carvell at N. Y. Ayer. 

Boston: Marianne Meoli and Mary 
Pengilly at Reach, McClinton & 
Humphrey, Virginia Fairweather at 
Harry M. Frost, Ruth Gaeta at James 
Thomas Chirurg. 

Chicago: Ed Fitzgerald, Sylvia 
Rut, John Rohrbach at J. Walter 
Thompson, Eloise Beatty at Leo Bur- 
nett, June Nelson at John W. Shaw, 
{Please turn to page 69) 

RESEARCH specialists need wider range of 
skills today. Here: Y&R's Chuck Benesch 

ACCOUNT MEN skilled in radio are typi- 
fied by Dick Halpin (Marlboro) at Burnett 


30 JANUARY 1960 

ADVERTISERS with radio sense are men 
like Eastern Air Lines' Eddie Rickenbacker 


MOUNTAIN OF TAPES, bound for 60-odd radio stations carrying PR's book-selling shows. Here, PR ad mgr. Terry Marks, gets in touch with rep 


^ Profit Research puts $10,000 per week in spot radio, 
tests results station by station, hits book bonanza 

^ Mail orders for PR's financial know-how books 
spurred by owner Walton's self-delivered radio talks 

I hey never stop testing radio at 
Profit Research, New York. And, 
thanks to their scientific use of the 
medium, this 18-month-old publisher 
of financial know-how, paperback 
books has watched its mail order 
sales pass the 400,000 mark. 

Profit Research, which sells a 
seven-volume series for $4.95 in- 
augurated its spot radio venture with 
an outlay of $1,000 a week. Cur- 

rently the weekly spot expenditure is 
up to an average of $10,000 — with 
no increase in cost-per-order, which 
has been favorable from the begin- 


Behind this burgeoning year-round 
radio drive lies a policy of constant 
testing. Station, time slot and mate- 
rial, all must prove themselves prior 
to full-time inclusion in Profit Re- 
search's campaign. Thereafter, they 

must prove themselves on a week-to- 
week basis. 

PR's testing tool: the orders. They 
furnish this mail-order seller with 
rapid, incontrovertible evidence of 
how a particular radio spot is doing. 

If, after a week or two on trial, a 
station is able to provide an encour- 
aging flow of orders, PR makes a 
long-term buy. But it nearly always 
insists on a short-notice cancellation 
clause, in case orders through a sta- 
tion subsequently show too much of 
a decline. Rather than automaticallly 
abandon a station when this hap- 
pens, however, PR experiments with 
other time periods and commercial 
content first. 

Appropriately enough, this radio- 
oriented publishing house is headed 
by a veteran broadcaster, Sidnej 



30 JANUARY 1960 

Photographs by Herb Levart 


Walton, who personally delivers the 
15-minute financial information talks 
and accompanying commercials that 
constitute PR's radio format. Mr. 
Walton began his broadcasting career 
in 1932 as an announcer at WBAL, 
Baltimore, and after several years as 
motion picture newsreel commenta- 
tor returned to radio. In the mid-50's 
he conducted an on-air circulation 
campaign for Kiplinger's Changing 
Times newsletter. 

"We're mainly interested in reach- 
ing mature, intelligent, well-to-do 
professional and business men," ex- 
plains Mr. W^alton. "Most of them 
are over 40, and retain listening 
habits developed during radio's hey- 
day. They are in the radio audience 
evenings, weekends and at times dur- 
ing the weekday. 

"They aren't necessarily listening 
to the top-rated stations, however," 
continues Mr. Walton. "They're in- 
terested in adult programing, which 
is often most prevalent on the third 
or fourth station in a market. That's 
the type of station we buy, selecting 
time slots adjacent to the higher- 
level programs. 

One of the first indications PR gets 
as to whether or not a station meets 
the requirements comes from what 
appears in its "Standard Rate and 
Data" listing. If program rates are 
prominantly displayed, the station is 
a candidate. If program rates are 
listed below announcement rates, PR 
is dubious. If announcement rates 
are followed by "For Program rates 
contact station," that station is as 
good as eliminated, since it obviouslv 
doesn't emphasize programing. 

PR currently is in some 45 mar- 
kets throughout the country, with 
dosage based on population concen- 
tration, using as many as four sta- 
tions per market. The main thrust 
of its approximately 60-station push 
is in week-night radio. Time slots for 

the programs vary widely from sta 
tion to station, however, as they are 
determined by adult programing 
schedules and week-to-week results. 

PR advertising manager-timebuyer 
Terry Marks elaborates on the time 
fluctuation this way: "A frequent 
cause of decline in orders is a change 
in program schedules by the station. 
We'll find, for instance, that the pub- 
lic affairs program which had pre- 
ceded us was replaced by a young 
people's d.j. show. When this hap- 
pens we try other adult programing 
adjacencies on the station, until one 
of them clicks." 

In addition to its nighttime sched- 
ules PR maintains a sprinkling of 
daytime and weekend spots. The 
noon hour, for example, has been 
found productive in several markets. 
Weekend frequency, however, has 
been held down by a shortage of 

Experimentally-minded PR. which 
tries something new on about 10 sta- 
tions a week, is currently consider- 
ing a go-round with traffic time. 
(Please turn to page 68) 


30 JANUARY 1960 

VETERAN broadcaster Sidney Walton tapes 
a batch of new 15-minute talks -for his com- 
pany's 45-marltet book-selling radio cam- 
paign. He teaches listeners to handle money 

PLAYBACK of latest Walton tapes gets 
critical ear of (I to r) Walton, engr. Fred 
Catero and PR timebuyer Terry Marks. Team 
turns out as many as 10 shows per week 


CRASH PROGRAM for distribution in South Bend called -for tv sports coverage. Here, 
last-minute commercial change is worked out by ( I to r) WNDU-TV gen. mgr. Tom Ham- 
ilton, station a.e. Bill Hessian, Chesty ad mgr. John Dugan, sportscaster Bill Etherton 

^ Here's how Chesty Foods cracked South Bend mar- 
ket in six months with distribution push tied to tv sports 

^ Pattern for push came from 7-year, 100% tv strat- 
egy which has tripled volume, doubled distribution area 

I his time last year, Chesty Potato 
Chips were virtually unheard of in 
South Bend. Now, supermarkets who 
neglect to stock them risk the dis- 
satisfaction of tv sports fans who 
know, in two brief seasons, that 
Chesty and sports are virtually syn- 

Chesty has tied its distribution 
strategy in South Bend to the tv 
sports seasons. Bulk of its indepen- 
dent outlets (this week topping 200) 
was sewed up with the football sea- 
son. Basketball copped the Kroger 
chain, important scoring point for 
any newcomer in the area. 

Chesty Foods sales and ad mana- 
ger John Dugan expects this en- 
viable position to be even better by 
the time the Notre Dame cagers have 
sunk their last tv basket on 29 Feb- 
ruary. With a month to go, Chesty 
salesmen are wringing every ounce of 
benefit from the WNDU-TV schedule. 

The sports flier was no shot in the 

dark. For seven years, the Terre 
Haute, Ind. company has found sports 
on tv a good way to stimulate fast 
consumer and trade reaction in a 
market. Basically, Chesty was con- 
tinuing a policy of marketing distri- 
bution initiated in the Evansville- 
Bloomington-Indianapolis area. With 
no previous tv experience, but need- 
ing a fast sales builder, it bid for, 
and was awarded, tv rights to the 
University of Illinois basketball 

As sports coverage expanded its 
market, Chesty expanded its sports 
coverage throughout Indiana and Illi- 
nois, now spending (by sponsor esti- 
mate) about $300,000 a year in tv. 

When Dugan first applied for tv 
rights to the Notre Dame football 
games, he frankly never anticipated 
he'd land them. When he did, it was 
the opening gun for expansion into 
the South Bend market. 

By July, Dugan had completed ne- 



gotiations with Notre Dame and had 
a strong wedge for salesmen to use 
throughout the summer. By 16 Sep- 
tember, they had contacted virtually 
every grocery outlet in South Bend. 
By the 26 September kickoff on 
WNDU-TV, 75 outlets had been lined 

This was the base that Chesty 
worked from, doubling the number 
of outlets during the course of the 
seven-game schedule. Commercials 
were predominantly live, delivered 
from fact sheets by sportscaster Bill 
Etherton amid the confusion of the 
stadium. To heighten the all-family 
pitch, which Chesty also considers im- 
portant, filmed commercials were oc- 
casionally inserted. This served to 
give Chesty identification with "Ches- 
ty Boy ," a cartoon character designed 
to sell youngsters primarily. 

The boy, appearing on all football 
schedule display pieces, was immedi- 
ately recognized by kids who couldn't 
read the schedule but could recognize 
a friend. (In other markets, Chesty 
has re-inforced this angle with its 
own tv kid shows.) 

By the end of football season, 
Chesty had doubled the number of 
outlets it had obtained in South Bend 
prior to tv and was ready to begin its 
Notre Dame basketball schedule on 



30 JANUARY 1960 

WNDU-TY first week in December. 
Again, commercials were done live, 
capitalizing on the confusion of the 
sports arena to add color. Product 
shots are superimposed over the 
court. Seventy-five per cent of the 
product emphasis goes to Potato 
Chips and Ruffles, with the rest of the 
commercials devoted to popcorn, 
pretzels and other items. 

Ruffles are a waffle-like chip which 
Chesty promotes to the hilt. In pur- 
suit of the kid market, Chesty main- 
tains 30-minute kid shows in three 
markets presided over by "Ruffles," a 
clown which takes his name right 
from the trademark. 

"Ruffles" came into being five 
years ago, when Chestv took over 
sponsorship of the Little Rascals strip 
on \^ TT\ . Indianapolis, to reinforce 
its sports schedule on that station 
with a direct pitch to kids. Now there 
are live ""Ruffles" in two other mar- 
kets — on WTVW, Evansville, Indiana 
and WSIL-TV, Harrisburg, Illinois. 
Chesty also maintains kid shows on 
\K OC-TV. Davenport. Iowa, and 
KF\ S-T\ . Cape Girardeau, Missouri. 
Ruffles distribution booms in these 
markets, according to Dugan. For ex- 
ample, A&P with its own brand of 
potato chips, nevertheless, is well 
stocked with Ruffles. 

With "Ruffles" and Chesty Boy ac- 
tivating the kids, Chesty is currently 
knee-deep in this tv basketball sched- 
ule, aimed at the whole familv: 

A twenty-four game schedule on 
\^ TT\ , Indianapolis, gives Chestv 
coverage of Indiana -Purdue- Butler 
games with important high school 
tournaments thrown in. These games 
are picked up bv WFAM-TV, Lafav- 
ette and WLBC-TV, Muncie. 

University of Illinois games on 
\^ CIA, Champaign, are picked up bv 
WSIL-TV, Harrisburg and WEEK- 
TV, Peoria. Coverage of Big Ten 
games is aired on WTVW, Evansville. 

Latest addition to the schedule is 
Notre Dame basketball on WNDU- 
TV, which has given the company a 
solid wedge in the South Bend mar- 
ket area. 

According to Dugan, Chestv has 
more than doubled its distribution 
area and more than tripled its volume 
since its first tv basketball shot seven 
years ago. ^ 



30 JANUARY 1960 

D\ uow, the artichoke habit nun 
well have taken hold among some 350 
New York ad agencv media and re- 
search people. 

First rumblings of the -artichoke 
movement occurred last May at a 
presentation made by Graham Moore, 
sales director of the Gold Coast sta- 
tions (KSBW-TV, Salinas-Monterey, 
and KSBY-TV, San Luis Obispo). It 
was the first of several presentations 
made to agency people in the Gold 
Suite of New York's Sheraton-East. 
Included in the presentation was a 
color slide of an artichoke field. 
While it was on-screen, Moore casu- 
ally remarked that if anvone present 
were interested in having some arti- 
chokes, he'd make arrangements to 
send them when he got back home. 
That was all it took. Post-presenta- 
tion cocktail conversation centered 
around one subject, artichokes — how 
they should be cooked, how they 
should be eaten. Everyone, it seemed, 
wanted his name on the artichoke list. 
Moore, of course, wanted to be fair, 
so repeated his original spontaneous 
offer at the subsequent presentations 
— and got the same result. 

When he arrived back in Califor- 
nia, however, Moore learned that 
there'd be a short wait for artichokes 
while they ripened. Lack of rain ex- 
tended the waiting period to such a 
length that he finally sent a letter of 
apology to the entire artichoke roster. 
It was seven months after the orig- 
inal offer was made before the arti- 
chokes were ready, and the timing 
was perfect — it was Christmas. Some 
350 cartons of a dozen artichokes 
each reached New York via American 
Airlines 707, arriving "jet fresh" the 
same day they were picked in the 
field. Accompanying the delicatelv 
flavored cargo was Gold Coast pro- 
gram director Gary Ferlisi. 

H-R Television offices were con- 
verted into a temporarv warehouse 
for the piles of artichoke cartons and 
from there deliveries went out to the 
21 agencies involved. 

Inserted in every carton was a four- 
page booklet of artichoke recipes, ac- 

companied by several "ad row addi- 
tions" such as this one from JWT's 
Mario Kircher: 

"I don't know measurements, but 
you take an artichoke, vou cut off the 
top, you cut off the bottom, you put 
it in a little water, you put in a little 
garlic, you put in a little bread- 
crumbs, and you put in a little ore- 
gano and you let it cook until it 
starts screaming and then serve hot." 

Harold Veltman of the same agencv 
had this to say: "After running the 
gamut from Sauce Raviogotte in 
France to tiny young fruits eaten 
raw in southern Italy or boiled 
slightly with lots of garlic, I prefer 
artichokes just boiled in salted water 
with almost black burnt butter." 

P.S. Also included for perusal 
over these delectable dishes — some 
coverage figures on the Gold Coast 
stations. ^ 

ON THEIR WAY are 350 artichoke cartons 
headed for N. Y. agencies. Supervising send- 
off is Gold Coast p.r. dir. Clarke Bradley (r) 

How buyers can get better jobs 

^ SPONSOR survey shows that good timebuyers can 
move upward either inside or outside the agency setup 

^ But it takes special talents for a buyer to get more 
responsibility or to shift into sales, contact or copy 

I he buyers who get ahead in agen- 
cies and the ex-buyers who move up 
elsewhere have one thing in common: 
thev're marketing-minded. 

Marketing is a magic word in me- 
dia departments just as in account 
sections, because a knowledge of mar- 
keting is likely to be the most impor- 
tant single factor in the timebuyer's 
future. That was the consensus of ad 
pros when they were asked by spon- 
sor last week how a buyer can im- 
prove his position and/or get ahead. 

Without exception, those inter- 
viewed said a buyer will get ahead 
only if he or she has a broad-based 
marketing knowledge of the why's 
and how's of buying — as well as of 
the more easily assimilated what's. 
This general backgrounding toward 
the market orientation of the client 

makes a superior timebuyer — an ex- 
traordinary one far and above the 
average buyer of time. 

What, then, is the prospect of ad- 
vancement for the superior buyer? 
Those queried by sponsor agreed 
promotion prospects are unlimited 
for the well-rounded, thoroughly sea- 
soned, imaginative professional time- 
buyer. But, they contend, too few 
buyers have, or develop, this margin 
of superiority. 

The timebuyer who wants to move 
up in the advertising profession 
should study the 14 steps outlined on 
the opposite page by Frank Kemp, 
vice president in charge of media at 
Compton Advertising. They lead to a 
rounded buyer who is hep to modern 
marketing, who follows production 
and distribution of goods advertised 

by his setup clients in this competi 
tive era. 

This calibre of buyer can range 
far afield into more responsible jobs. 

He can take four major directions: 
ill up witbin the media department 
of the agency; (2) to other agency 
departments, usually the research or 
account sections; (3) to client com- 
panies, again in research or market- 
ing; (4) to media concerns, which in 
elude station representatives, stations 
and networks, research organizations, 
trade groups. 

Inside the agency, the timebuyer 
can progress through the ranks of the 
media department or move to another 
division and gain promotions there. 
Timebuyers, sponsor learned, range 
in salaries from $6,000 to $15,000, 
with the average nearer the $8,500 

The chief buyer can command any- 
where from $12,000 to $18,000, with 
the most usual somewhere around 
$12,000. Assistant media directors 
earn an average of $15,000, and the 
immediate superior — the associate 
media director — is paid about 

000. The media director not bearing 


SALES JOBS are future of many buyers, like these at H-R Reps., N. Y. 
L. to r., Frank Pellegrin, H-R exec. v. p.; former buyers Art Berla, BBDO; 
Ed Sherinian, R&R; (with Don Kearney, Corinthian Bdcstg.); ex-buyers 
Al Ritter (rear), Compton; Tom Comerford, Y&R; Ray Simm, EW. 

UPGRADED ASSIGNMENTS within the agency are given buyers who 
better themselves professionally by adding to their knowledge, apply- 
ing it. Leslie L. Dunier, v.p. for tv/radio, Mogul, Williams & Say- 
lor, N. Y., reviews market info with Lynn Diamond (I), Joyce Peters 



30 JANUARY 1960 


THESE 14 STEPS can lead a timebuyer toward increased recognition in the agency as well as outside with clients and with media. 
They'll help a buyer become a prime prospect for promotion, and were compiled by Frank Kemp, v.p. for media, Compton Adv., N. Y. 

1. Give sales representatives and felloiv agency 
members maximum consideration and courtesy. 
Build up a circle of advertising contacts. 

2. Take advantage of every opportunity to be 
present at meetings with clients and the account 

3. Think and speak of your job as the essential 
part of agency work which it represents. 

4 ■ Make your reports as thorough as possible, yet 
brief and readable. 

5. Always try to learn the over-all media picture 
on an account, not merely the objectives of your 
own purchases. 

©■ Learn to evaluate research relating to your 
medium and remember it. 

7. When sure of your facts, have the courage of 
your convictions, but don't fail to admit lack of 
knowledge when it exists. 

8. Admit your mistakes, but demonstrate how 
you have profited from them. 

9. Shoiv initiative by presenting unsolicited ideas 
and time availabilities that could make sense to the 
clients served. 

10. Demand clear-cut instructions from the ac- 
count group before initiating any major projects. 

11. Follow through. Don't be content to put a 
campaign to bed after a campaign starting date; 
police it with stations and reps periodically. 

12. Report development of new trends in buy- 
ing, and keep abreast of broadcast media research. 
Read trade papers. 

13a Learn to talk on your feet. 

14. Don't accept "no" if a superior stands a 
chance of obtaining a "yes." 

a vice president's title may earn as 
much as $28,000, but $25,000 is more 
likely. The department director who 
is also a v.p. averages $35,000, al- 
though the top range hits a high of 

The media department structure 
gives the top-grade buyer a lot to 
shoot at — in responsibilitv as well as 
in money, though few jobs over the 
rank of chief buyer are ever allocated 
to a woman. The trend among the 
larger agencies over the past five 
years has been to replace women buy- 
ers with men, although there is still a 
large proportion of women handling 
timebuying functions in medium and 
smaller agencies. 

Still inside the agency — but outside 
the media department — there are 
many positions to which buyers can 

shift laterally. The most common are 
in the areas of media and market re- 
search and in account sections, the 
latter involving contact and over-all 
account planning which encompasses 
media strategv. Women seem to have 
more of an opportunity to switch 
to research than to contact or crea- 

On a day-to-day basis, most buyers 
are engrossed with upgrading their 
present jobs and their knowledge of 
the profession, in terms of status as 
well as salary. But Warren Bahr, as- 
sociate media director of Young & 
Rubicam, thinks efforts to enhance 
stature are fallacious if they're made 
by buying specialists rather than all- 
media buyers. 

He feels that only an all-media 
buver — who knows the ramifications 


30 JANUARY 1960 

of print as well as broadcast — can 
even begin to gain the rounded mar- 
keting concepts and approaches which 
are basic to promotion into a broad- 
er job. 

The all-media buyer, he says, "is 
the scarcest commodity in the world. 
The way to get dollars is to gel 
close to dollars, and the all-media 
buyer is closer to the client, his plans 
and his budget than the specialized 
buyer." That's why the all-media 
buyer may earn $11,000, in contrast 
to the $8,500 for a broadcast or a 
print buyer. (Y&R pioneered the all- 
media system.) 

A media v.p. of another large agen- 

cv said: "If a guy's got it, he'll get 

ahead wherever he is and whatever 

he's doing. But as a buyer he should 

{Please turn to page 71) 


As government investigations continue, SPONSOR ASKS: 

Does government know enough 

about broadcasting? 

Government action without com- 
plete information might seriously 
affect information. These dis- 
tinguished broadcast men give 
underlying factors to consider 

Donald H. McCannon, pres., Westing. 

house Broadcasting Co., Inc., A. Y. 

An overly simplified answer would 
be "no." 

This must be viewed in light of the 
reasons. Radio is only 40 vears old 
and has developed rapidK . 

If you measure television from the 
date of its release from the "incuba- 
tion chamber." upon the issuance of 
the Sixth Report and Order in 1952. 
it has vet to realize its eighth birth- 
day. I mention this latter date be- 
cause of the phenomenal growth that 
was triggered by the lifting of the 
"freeze/" There were then 108 sta- 
tions on the air. now there are 517 
commercial television stations and 44 
educational stations. Television sets 
have increased from 15 million to 
over 45 million and advertising ex- 
penditures in television have risen 
from about 450 million to a billion, 
500 million. 

Such growth obviously spells many- 
problems for the industry and it is 
superfluous to point out that the last 

that local 
tell their 
story to 

seven odd years have been busy ones 
for those engaged in broadcasting. 

What is the result.' 

Television and radio have had a 
dramatic and constantly burgeoning 
and transforming story to relate but 
the paucity of time has denied us the 
opportunity. Governmental people 
who have devoted all their time to 
these media have been hard put to 
keep up to date. Other industries with 

far less national importance and few- 
er problems have had national in- 
formational services and even lobbies 
in Washington for many decades. 
Broadcasting has still to get the 
"word" across. 

It is not something that can be 
done by the networks or by the NAB 
alone. These organizations have 
worked diligently in this area. But 
now the situation has changed. The 
local station broadcaster now has the 
ball and must tell his storv to the 
members of the Senate. Congress, 
and to the membership and staff of 
those important governmental agen- 
cies with which we have continuing 
contact. \^ e are not there to peddle 
influence or to lobby. Fundamentally 
the task is to inform. If every broad- 
caster would simply contact his own 
Congressional representative when 
Congress is out of session and they 
are at home, and then if possible, 
visit them in Washington once dur- 
ing the session, the forward informa- 
tional movement would be monumen- 
tal. In addition, such obvious things 
as including these important public 
officials on the station's public infor- 
mation mailing lists would indeed be 
a big step forward. 

I believe the broadcaster has a phe- 
nomenally good story to tell. It has 
vet to be told, however. The atmos- 
phere of no information and mis- 
information must be cleared up in 
order that our future mav be one that 
will achieve the full potential of these 
media — firstly, in service to the pub- 
lic, and secondarily, to the advertiser. 

R. Peter Straus, president of Straus 
Stations, New York 
The government quite obviously 
has at its disposal a large body of 
information on broadcasting. But, 
unfortunately, much of it — with re- 
gard to programing — is irrelevant, 
unenlightening and almost always in- 
complete. It fails to take into account 
the reallv significant facts about ra- 
dio 1960 — that today's radio stations. 

for example, have developed numer- 
ous techniques for increasing the ef- 
fectiveness of their service to their 
listeners, to the communities they 
serve, and, of course, to the advertis- 
ing economy. 

For a good part of the govern- 
ment's information on broadcasting 
comes from license applications and 
renewals. Yet the forms used to ob- 
tain this information are based on 
programing concepts and indeed a 
kind of radio broadcasting which 


on programing 
is incomplete, 

scarcely exists any more. It goes 
without saying that this fact does not 
simplify the current reassessment of 
the government's role in broadcast- 

That a quiet revolution in radio 
programing has taken place over the 
last 10 years or so would not be ap- 
parent to readers of FCC forms, were 
it not for the widely recognized facts 
of life. Radio today is bigger, more 
prosperous, more competitive, and 
more vital as a force in American life 
than it ever was in what were con- 
sidered "the good old days.'' The 
general public — which last year 
bought upwards of 15 million new 
radio sets — certainly has a different 
view of radio and its service than 
would any student of FCC forms, 
which are based on programing pat- 
terns no longer in wide use. 

The increased use of minute-to- 
minute news and public service in a 
setting of popular music is but one 
example of the kind of new program 
technique which is not reflected in 
government questionnaires. Under 
some old concepts, the ideal "public 
service" program was 15 minutes or 
a half hour of sustaining time, and it 



30 JANUARY 196f 

somehow followed, therefore, that 
most sustaining programs were 
"good" and commercial programs 
"bad." It is doubtful, however, if a 
half-hour of music "brought to you 
by the Red Cross" is necessarily a 
greater "public service" than a fully 
sponsored half-hour discussion pro- 
gram on juvenile delinquency. It is 
not the sponsorship which matters, 
but the program content. Moreover, 
such things as the vast number of 
daily program featurettes and brief 
spots on traffic safety, health infor- 
mation, charity solicitations, etc., 
spaced for maximum exposure 
throughout the broadcast week, go 
largely unnoticed in the restriction of 
essential information available to the 
FCC through outdated forms. Yet, 
operating a station "in the public in- 
terest" suggests the presentation of 
material in such a way that it will in- 
terest the public. This requires mod- 
ern techniques which fit radio listen- 
ing habits and which recognize that a 
station's over-all public service value 
is closely related to the size of its 
listening audience. 

It is none too soon for broadcast- 
ers and advertisers as w ell as govern- 
ment to worry about the widening 
gulf between the public's oft-demon- 
strated liking for radio's services and 
the rather synthetic and severely lim- 
ited view of radio based on present 
FCC forms. 

Harold E. Fellows, president of the 

National Association of Broadcasters, 
Washington, D. C. 

Government is merely a sum of in- 

J dividuals, and it is obvious that no 

f' one individual on the elective level 

r 1 can become completely expert on this 

subject because broadcasting is a 





studies of 


complex, widespread function in this 
country. Only those who devote their 
entire energies to radio and television 
can become wholly cognizant of the 
problems which constantly arise and 
the solutions which are found. 
(Please turn to page 71) 


30 JANUARY 1960 


What You Can Get 

in an RCA Customized "Package" 

• Advanced TV Tape Recorder 

• Choice of Camera* 

• Complete Video and Audio Equipment 

• Variety of Microphones 

• Amplifiers 

• Mixing and Special Effects 

• Editing Facilities 

• Film Facilities 





Why not let an "old hand" 
assemble your TV Tape 
Production Package? 

studio or mobile monochrome or color 

From the early days of film recording RCA has extended a helping hand 
to film producers. Now this same experience is available to help you 
with the production of TV tapes. The years of know-how in film 
recording and television have been combined to give you a professional 
package. You get equipment of RCA manufacture that is designed for 
integration into one complete system. 

A typical "Customized" TV Tape Production Package consists of 
such equipment as cameras for pickup (monochrome, color, or both) 
video and audio mixing, special effects, chroma key, TV tape and 
editing equipment. 

You deal with one reliable source of supply to help you plan the 
entire system. You obtain quality equipment that's been proved in use 
to provide the very finest pictures— both color and black-and-white. 
You'll eliminate costly mistakes, save valuable time and money. 

Get the complete brochure on RCA Customized TV Tape 
Packages for Tape Producers. See your RCA Representative. 
Or write to RCA,Dept. CE -264, Building 15-1, Camden, N.J. 



Capsule case histories of successful 
local and regional television campaigns 




SPONSOR: Rivoli Theatre AGENCY: Direct 

Capsule case history: In the past year a number of mo- 
tion picture producer* have scored with big box office hits 
that have not been, and could not be, Academy Award win- 
ners, by spending giant amounts for tv advertising. Medium- 
market motion picture theaters are now making many of 
their attractions sell-outs through tv. even though their budg- 
ets are limited. An example is the Rivoli Theatre in La 
Crosse, Wisconsin. The Rivoli booked "Five Gates to Hell" to 
run two days. Friday and Saturday, in December. Manager 
George J. Andrews bought a schedule on WKBT at a total 
cost of $250. "Results were overwhelming." he reported. 
"The gross was one of the biggest I have ever seen for this 
type film. By the 8:30 performance we had to turn away 350 
to 400 people." The reach and impact of the advertising 
was such that people arrived from as far as Austin, Minn., 
approximately 90 air miles from La Crosse and more than 
two hours bv car. "Don't tell me tv can't sell." he said. 


SPONSOR: Capwell's AGENCY: Leo Burnett 

Capsule case history: Capwell's Department Store, one of 
the largest in Oakland, Calif., in connection with KT\ IT* 
I San Francisco I Huckleberry Hound, promoted a personal 
appearance at Capwell's of Huck and Yogi, stars of the kid's 
show. Huckleberry Hound is seen Wednesdays from 6:30 
to 7 p.m. Pete Watt, special events manager of Capwell's. 
reported that "350 children and parents were waiting for 
Huck and Yogi when they made their grand entrance onto 
the street level floor of the department store. And other peo- 
ple kept arriving as the half-hour event went on." Both 
during and after the appearance, Capwell's reported a multi- 
increase in general merchandise categorv. Another crowd 
was gathered in the store's basement toy department to greet 
the celebrities which also reflected in sales. "I feel that tv 
was responsible for the promotion's success, by getting the 
word out to the kids themselves — something a newspaper ad 
cannot do. because kids don't read such ads." said Watt. 

WKBT, La Crosse 

Announcements KTVL. San Francisco 


SPONSOR: Bradley Florist AGENCY: Direct 

Capsule case history: Bradley Florist, an established 
Omaha florist, purchased a television campaign on KETV, 
also of Omaha. Bradley's objective: to attract new business. 
This was the first television advertising the store had ever 
undertaken. The schedule consisted of eight 10-second Class 
C spots and two 10-second Class A spots during the first 
flight. Immediately after the campaign was underwav, Brad- 
ley experienced a5 r c increase over the same week in 1958. 
and an 8 r t_ monthly rise over the corresponding month in 
1958. As a result, Bradley continued his campaign on KETY 
and purchased a similar campaign one month later. Again 
results were immediate, and the florist felt a ~°c jump in 
sales the first week and an over-all 8 c c jump over the same 
month in 1958. "Our use of KETY to advertise Bradlev's 
has been successful, and we plan to use KETY in the near fu- 
ture," commented Mrs. Ed Bradley, co-owner of the shop. 
KETV, Omaha Announcements 



SPONSOR, Rochester Shoe Store AGENCY: Direct 

Capsule case history: Rochester Sample Shoe Store, one 
of WHEX-TY's oldest advertisers, has had direct evidence 
time and again, as a local dealer, of tv's impact. As just one 
instance, Jack Rubenstein. the store's owner, offered one 
style of mens shoes and one of women's at a specially re- 
duced price in its "TV Anniversary" sale. To qualify for 
the discount viewers had to mention the "TV Anniversary.' 
The offer was made on the store's one-minute commercial 
in the Thursday and Friday late night movie segment. Re- 
sult: By Saturday closing, the store had sold 71 pairs of 
anniversary shoes, all traceable to the store's \^ HE\-T\ - 
advertising. Additional sales resulted from persons unable 
to find their size in the popular sizes offered. Of particular 
interest here is the ability of the medium to effectively sell 
for small business, since it is a neighborhood operation, 
located away from the downtown Syracuse shopping area. 

WHEN-TV, Syracuse Announcements 




30 JANUARY 1960 

How to keep your head 

when all about you • • • 

"As recently as 1927, drivers 
who exceeded the speed limit 
in Peiping, China, were exe- 
cuted and their heads exhibited 
as a warning to others." 

This fact was reported in Borg- 
Warner's well known advertis- 
ing series — to ask Americans, 
( who knew less stringent laws, 
to keep their heads— and drive 

It is one of hundreds of facts 
Borg-Warner has run in support 
of Advertising Council cam- 
paigns in the public interest. 

Not confused by facts. 

A recent independent depth 
survey, conducted to determine 
what "meaningful thoughts" 
readers derived from these 
spreads, showed 86% of all per- 
sons interviewed considered 
Borg-Warner "sincerely con- 
cerned with the public welfare." 

The climate's good. 

The survey elicited many vol- 
untary comments to confirm 
the belief that public-service 
advertising helps maintain a 
favorable climate for business. 
Some of the comments were: 
"Borg-Warner has done a lot 
for our country"; "they are 
serving mankind"; and, "Borg- 
Warner is tied in with the fam- 
ily and the community." 

A billion readers. 

Each advertisement since 1952 
has carried an Advertising 
Council message. This is the 
longest, continuous magazine 
support given Council projects 
by any national advertiser. 
Totals: 216 messages and an 
estimated billion and a quarter 


You, too, can benefit. 

You can better your business 
climate as Borg-Warner has. Use 
Ad Council campaign slogans 
on your point-of-sale materials, 
on your direct mail or business 
letters, in house magazines or 
annual reports . . . and in radio, 
television and print advertising. 

Here are current campaigns: 

Aid to Higher Education 
Better Mental Health 
Better Schools 
Crusade for Freedom* 
Forest Fire Prevention 
Red Cross* 

Register, Contribute, Vote* 
Religion in American Life 
Religious Overseas Aid 
Stop Accidents 
United Nations* 
United Fund Campaigns* 
U. S. Savings Bonds 

•No' year-round campaigns 

Free information, posters, repro- 
duction proofs, electros for 
magazines and other advertis- 
ing materials — yours for the 
asking. Send the coupon today, 
or call the Advertising Council 
branch office nearest you. 
Branches in Chicago, Los An- 
geles, and Washington, D. C. 

25 West 45th Street 

New York 36, New York 
Please tell me how I can 5 
tie in with the Council . . . ^/ 
and "keep ahead". 




30 JANUARY 1960 



When the first video recorders were introduced in 1956, 
there was a big "if." Video recording would revolutionize 
the television industry IF someone could make a magnetic 
tape that would meet its fantastic demands for quality 
and durability. 

This meant a tape with an essentially perfect oxide 
coating that would hold up under tremendous operating 
pressures, heat and tension under repeated use. This, then, 
would result in cutting production costs for TV commercials 
in half, provide perfect rehearsal conditions, eliminate 
fluffs and insure a "live-looking" finished product. In short, 
it meant doing the nearly-impossible. 

3M did it . . . and when the daylight saving time deadline 
of April 27, 1957, brought demands for video tape in 
quantity, 3M did it again. 

What made the difference? Experience and research. 
3M had 50 years of experience in precision coating proc- 
esses. 3M pioneered in magnetic tape manufacture. 

Alter three years, 3M remains the only commercial 
manufacturer of video tape. While others try to make a 
workable video tape, 3M can concentrate on further 
advances in "Scotch" brand, the tape that is already 

^/flNNESOTA ^/JlNING AND ^/Ja N U F A C T U R I N G COMPANY l''j jfm ^^^^-t 

"Scotch" and the Plaid Design are Registered Trademarks of 3M Co., St. Paul 6, Minn. Export: 99 Park Ave., New York. Canada: London, Ontario. © 1960 3M Co. 
52 SPONSOR • 30 JANUARY 1960 I 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 


30 JANUARY I960 

Copyright I960 

The Washington drumfire at advertising in general and broadcasting in par- 
ticular continues to take on scope and acceleration. 

Competition to snag the play away from the other fellow also heightens. A spirit of con- 
ciliation alternates with thunder about holding everybody responsible. 

To put these observations in focus: FTC chairman Earl Kintner this week moved in on 
Rep. Oren Harris' posture of "vigilance" over advertising and broadcasting and asserted he 
is considering acting against the networks, as well as advertisers and their agencies, 
on false ad charges. 

Sen. Warren Magnuson, commerce committee chairman, who has been issuing hot blasts 
against sponsors and networks since last fall, has set up a "round table' 'to which the FCC, 
FTC and industry spokesmen, have been invited. 

Their actuating philosophies: 

Kintner said that he had always looked on networks as mere carriers of ad messages, 
but now he wants to prosecute the networks if they participate (sic) in preparation of sus- 
pect commercials. (Here's one that newsprint might do well to ponder deeply also.) 

Magnuson questions whether industry self -regulation or the NAB codes can con- 
trol such activities without a firmer hand from regulatory agencies and infers that he 
is most unhappy with those who ascribe what has happened to "growing pains" or who other- 
wise play down the seriousness of the charges. He also proposes to demand tangible evidence 
of tangible reform on the part of advertisers and air media, and of regulatory zeal 
on the part of the government agencies. 

And the calendar keeps loading up with such significant dates as these : 

1 February : the termination of the FCC's hearing on programing. 

2 February: the Senate Committee starts hearings on tv allocations. 

8 February: the House Legislative Oversight Committee gets back on the payola prob- 
ing trail. 

19 February: the Senate Commerce communications subcommittee holds a "round table" 
on advertising and programing problems in broadcast media. 

The NARBA and U.S. Mexican broadcasting pacts, which year after year have 
gone unratified by the Senate, looks like they will make it this year. 

A special Senate subcommittee under the chairmanship of Sen. Wayne Morse heard the 
same pro and con arguments as before, but managed to secure a compromise of a sort. 

Once again, FCC commissioner Rosel Hyde and clear channel and regional broadcasters 
united in appealing for quick ratification, though the big clear channel stations still held to 
reservations about NARBA treaty outlawing of superpower. 

Daytime stations opposed neither treaty, but wanted a reservation in the Mexican pact 
permitting U.S. daytimers to operate longer hours on Mexican clear channels. 

As in the past, subcommittee members despaired of bringing any treaties to the floor of 
the Senate for approval with reservations about key clauses. 

But the daytimers and clear channels conceded that the Senate could approve the treaties 
without reservation, while instructing the State Department to start negotiations to- 
ward a better break for our stations. 

All of this despite the fact that, in any case, the FCC has rejected both superpowers for 
the clear channels and extended hours for daytime. 

30 JANUARY 1960 


Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


30 JANUARY I960 Look for a hot sales reaction for some of the comedies which are starting a new 

OMyrifM iw programing bandwagon at the present moment. 

sponsor Producers are straining to get their pilots on Madison Avenue early so as to try for 

publications inc rapid closings on network deals. 

Two of the syndicators leading this comedy trend are CBS and CNP — and it's possible 
both are utilizing the predictions of their parent networks as to what may be ahead in 1960-61. 

The trend toward comedy buying is exemplified by the case of CNP's Jim Backus 
show, which had the extra advantage of appearing early: One of the bidders for the show is 
understood to be an advertiser that has used nothing but westerns for three consecu- 
tive seasons. 

If you're wondering why Ziv's name isn't among the charter members of the newly 
formed film export association (see next page), here's the probable reason: 

Since Ziv is up for sale it can't make commitments of this sort until the inter- 
ested buyer decides on its option. 

But this Ziv impasse makes little difference, because the prospective buyer, United Ar- 
tists, is already a charter member of the export association. 

Fears that wide-screen movies couldn't be shown on tv have evaporated. 

NTA's acquisition of 30 Regalscope pictures for tv distribution will use several solutions 
to the wide-screen problem, this one among them : stations will employ a special lens when 
projecting the pictures for telecast. 

Yet another alternative to the wide-screen problem is the UA solution, whereby the entire 
picture is re-edited from the negatives, choosing the best parts frame-by-frame. 

The NTA Regalscope package, incidentally, is significant for another reason : It is among 
the first large-scale breakthroughs of recent pictures for tv; all were made since 1956, 28 of 
them in 1957 and 1958. 

The 1960-61 programing sweepstakes started their course last week as more 
major producers began to order films into production. 

Among the activities of preparing or producing shows for network and syndication, by 
company, are these: 

• ABC Films will start on Simon Lash, a detective series that marks Allied Artists' entry 
into tv film production. 

• CBS Films set Marshall Thompson and Annie Farge for leading roles in Angel, a com- 
edy which Jess Oppenheimer will produce, and signed Herb Meadow to produce Call Me First, 
an adventure series. 

• MGM-TV will make a pilot of The Paradise Kid; Richard Maibaum is executive producer. 

The costume, or historical, adventure series are making their bid to take attention away 
from some of the contemporary modern dress adventure shows. 

Typifying this trend is UA's The Vikings, which has registered $1.2 million in 
sales in 110 markets, with good rating results reported in Los Angeles, Miami, St. Louis 
and Seattle. 

54 SPONSOR • 30 JANUARY 1960 

FILM-SCOPE continued 

Station-produced film documentaries are attracting new tv money in full spon- 
sorship of hour-long local specials. 

WPIX, New York, for example, has sold its Secret Life of Adolph Hitler to Rootes Mo- 
tors (EWR&R) for full sponsorship on both WPIX and on KTTV, Los Angeles. 

The Rootes campaign will be for its Hillman and other English-made cars. 

Some observers see the buy as taking advantage of the Nazi trouble in Germany — or a 
way to use the Nazi image in the competition between Hillman and German-made cars. 

Westinghouse has responded to the new demand for public affairs shows by 
bringing out Reading Out Loud for its own stations and for general syndication. 

Stars to appear on the series will include Harry Belafonte, Jose Ferrer, Mrs. Roosevelt, 
Vice President Nixon, Sen. Kennedy, and possibly Sir Laurence Olivier. 

What's unusual is the modest price scale of the show for commercial telecasters, 
and the fact it's free for public service schedulers. 

Shot in tape and also available in kinescope, it goes on sale 1 March. 

The close connection between the concept of the show and current demands is pointed 
out by the fact that credit for the show goes to Mike Santangelo, Westinghouse's press chief, 
rather than usual programing sources. 

Ampex Videotape's new Inter-Sync unit promises to be one of the major tape 
developments in making tape recorders compatible with other electronic program 
sources, including live tv. 

Hitherto a switch between tape and live has usually created roll-over because of the 
change from one set of pulses to another. 

The Inter-Sync unit, which replaces existing drum servo (master control) units, can do 
dissolves and other electronic optical effects without difficulty. 

ABC TV will get the first units, and deliveries are scheduled for Electronic Videotape 
Editing Service in New York for March, and CBS TV for May. 

Merle S. Jones, CBS Films president, was also elected president of the newly 
formed Television Program Export Association this week. 

The TPEA will serve to fill "a vital need to properly represent U. S. tv film producers in 
foreign markets on problems that are better dealt with collectively than individually," Jones 

The tv group will tackle the same difficulties that once faced the Motion Picture Export 
Association, namely, restrictions, embargoes, and dollar problems. 

The TPEA won't concern itself with investment questions or program content, but it will 
try to find positive solutions to the international film trade in order to nip restrictions 
and counter-restrictions in the bud. 

William H. Fineshriber, TPEA consultant, indicated that provisions have been made to hire 
special agents and to issue bulletins and factbooks to members. There'll also be a salaried 
president eventually. 

Members, who retain autonomous authority through the unanimity rule, pay $7,500 an- 
nually if their receipts are under $1 million, and $15,000 in dues if their annual 
receipts from exports are over $1 million. 

Charter members (and their representing directors) are: ABC Films (Harold J. Klein), 
CBS Films (Merle S. Jones), Desilu (Martin S. Leeds), Four Star TV (Tom J. McDermott), 
MCA-TV (Morris M. Schrier), Marterto (Danny Thomas), NBC (Alfred R. Stern), NTA 
(Sidney Kramer), Screen Gems (Lloyd Burns) and UA (Herbert L. Golden). 

PONSOR • 30 JANUARY 1960 55 


A round-up of trade talk, 
trends and tips for admen 


30 JANUARY I960 Looks like White Rock is on the loose again: it's bending an ear to presenta- 

c*nrriiht im4 tion9 from other agencies. 

The account is now with MacManus, John & Adams. 

Also reported restive is Ex-Lax, currently at Warwick & Legler. 

ABC TV just found out that there's no noblesse oblige between competitive ad- 
vertisers: the network was reproved by Reynolds Metals for accepting the Alcoa Wrap 
commercial which the FTC later complained about as gimmicked. 

Apparently Chrysler established the precedent a year and a half ago when it told CBS 
TV about a commercial Libbey-Owens-Ford used on the Perry Mason show. 

IVote rating research firms bidding for a piece of the tv loot : it's mighty tough 
getting a foothold unless the three soap giants are with you. 

Their observation: an agency affiliated with a soap is loath, as a rule, to subscribe to a 
service unless it's accepted by that client. 

Incidentally, the 24 agencies associated with P&G, Lever & Colgate last year billed 
around $970 million in tv. which is 65-70% of the estimated total for the medium. 

You'll find it hard to believe this but it actually happened between a Chicago tv 
station and a New York agency. 

Because of a traffic slip-up, a minute announcement was omitted one night. The station 
duly advised the agency of what happened and offered a make-good. 

Retorted the chief timebuyer: it's too late for the campaign to use the credit but 
the agency was entitled to the commission it lost as a result of the omission. 

The station sent a check for the requested 15%. 

In appraising the values received by Ford from the Startime series, don't over- 
look — aside from the image created — the avalanche of continuing newsprint pub- 

The show can count on 45-50 reviews a week and reference of some sort — announce- 
ments of shows coming up, star interviews, program highlight and whatnot — practically even - 
day of the week. And linked with it all is the Ford name : a record publicity bonanza 
that has no parallel in tv. 

One way for a giant agency to run into working-capital, capital gains and stock- 
book-value problems: 

Too manv of the oldtimers pulling out within a short period of one another and cashing 
in their agency holdings at the same time. 

One way for an agency to gamble its money: acquire a West Coast shop that's 
got a small piece of a national account and hope that with this as a foot in the 
door the whole shebang can be snagged eventually. 

A long shot of such description is currently in the making. The target-account's nation- 
wide ad budget is $10 million. 


*e v 

56 SPONSOR • 30 JANUARY 1960 


(Continued from page 35) 


eral million free samples, hoping to 
reach 50% of the nation's dog owners. 
In the canned dog food arena, the 
struggle for leadership this year ap- 
pears to be between nationally dis- 
tributed Ken-L-Ration, which con- 
trols about 18% of the wet dog food 
market, and runner-up Rival, distrib- 
uted only east of the Mississippi, 
'which claims about 16% share. Rival 
is presently introducing a new food, 
Wagtail, in several test markets ; plans 
to bring out a new cat food. Since 
its distribution is not national, it is 
a heavy investor in spot radio and 
spot tv; uses no network. 

Among the 20 pet food companies 
that were in spot radio during the 
j|past year are such popular brands 
as Strongheart, Calo, Alpo, Bonnie, 
Ken-L-Ration, Red Heart, Thrivo, 
Lassie, Cadet, and some with such 
(ingenious brand names as Dog-E-Stu 
and His Master's Choice. Only one 
was in net radio exclusively — Armour 
& Co.'s Dash, which was also a heavy 
-investor in network tv. 

In tv, dollar expenditures in 1959 
or the industry were running well 
ihead of 1958 spending at the nine 
months mark. In 1958, total tv in- 
vestment was $11,665,699 (spot $4,- 
111,000 and net $7,254,699). For 
he first nine months of last year, 
Television Bureau of Advertising re- 
ported pet food spending at $10,786,- 
)28 ($5,108,000 for spot and $5,- 
578,928 for net), estimated that by 
/ear's end spending would total more 
haiL$14 million. 
i Target of all these efforts is a mar- 
ket that actually is booming faster 
han the grocery business itself. Dur- 
ing the past eight years, the commer- 
cial dog food market, through grocery 
stores, has increased 72% while to- 
al grocery store dollar sales during 
he same period increased 67%. Pet 
ood sales actually are larger than 
>aby foods. 

This is not too surprising when one 
considers the pet population of the 
J.S., for there are today about 26 
nillion dogs and 27 million cats. Ac- 
cording to Food Topics, total pet food 
, ales in food stores during 1958 
jimounted to $485,260,000. Canned 
log foods accounted for $220,200,- 
W0; dry pet foods reached the $192,- 
100,000 mark; canned cat foods to- 
aled $41,770,000. (Anyone who has 



just added these up and found them 
$31,450,000 short of the total pet 
sales may be surprised to learn that 
this went for bird food!). 

The growth of the dog food mar- 
ket can be attributed in large measure 
to the population flight to the sub- 
urbs. Dogs have become practically 
a necessity to suburban living, con- 
tributing to protection, companion- 
ship and even status-building. Ac- 
tually, the dog population is increas- 
ing at a faster rate than the human 
population in this country. 

Significant to the dog food adver- 
tisers is the fact that the sales chal- 
lenge goes far beyond the mere in- 
crease of canine population. For to- 
day, only about 23% of those 26 
million dogs' total food intake is 
commercial (what they consume now 
is about 2% billion pounds of com- 
mercial foods) . So the growth op- 
portunities are tremendous, both in 
the ever-growing dog population itself 
and in the feeding a greater portion 
of commercial food to the dogs that 
now exist. 

Gaines research, ahead of introduc. 
ing its new Gravy Train, indicated 
that by 1963, the commercial dog 
food market will increase to about 3 
billion pounds annually; yet this will 
represent only about one-third of the 
total consumption of the dogs. It 
also led to the estimate that the 
growth factor alone in the year 1963 
will be larger than the total commer- 
cial dog food market was back as 
few years ago as in 1952. 

The fight for any fast-expanding 
market is always a fierce one. The 
pet food slug-fest has the added fillip 
of being not only a brand vs. brand 
brawl but a type vs. type, with dry 
dog foods out to try and wrest leader- 
ship from the wet (or canned) food 
industry. It is further complicated by 
the fact that some manufacturers 
produce both wet and dry foods. 

Either way, retailers stand to gain 
through the fight. For them it means 
more profit opportunities through 
promotional deals, in-store displays, 
better co-op plans. 

As the market increases, this battle 
for sales leadership can only grow 
hoter. And as new pet foods join the 
battle, dealer shelf space will be a 
more important factor than ever. Air 
media stands to gain since few food 
outlets will be likely to stock many 
brands not heavily pre-sold through 
advertising. ^ 


30 JANUARY 1960 


(Continued from page 34) 

If promises are overstated, whose 
fault is it? 

Conclusion: The "live up to prom- 
ises" criticism represents confused 
thinking, unsupported by facts, but is 
nevertheless an issue which the in- 
dustry may ultimately have to face. 

Program imbalance. One of the 
two most serious charges against tv 
(the other concerns advertising) re- 
lates to lack of "program balance." 

Long before October 1959, the in- 
dustry had been under fire on this 
score. But critics of tv's program 
schedules have had a field day since 
the quiz scandal broke. 

Not only have they filled columns 
of newspapers and magazine space 
with diatribes against the tv's enter- 
tainment fare, but they have ad- 
vanced all sorts of unusual (and 
weird) schemes designed to intro- 
duce more informational, cultural 
and "minority" interest programs 
into the tv spectrum. 

Among the proposals: a special 
Citizens Committee (advanced by 
Sig Larmon of Y&R) to govern over- 
all program content; a system of 
license fees (John Fischer of Harper's 
magazine) to finance a public service 
schedule; a rotation plan for using 
the 7:30-8 p.m. period for public 
affairs programs (Chairman Doerfer 
of the FCC) : the setting up of a spe- 
cial educational channel (John Cun- 
ningham of C&W) ; the establishment 
of a "British" system of both govern- 
ment and commercial tv (John 
Crosby and others) and all manner 
and types of schemes involving pay 
tv, quasi-official commissions, new 
legislation, and crackdowns on tv 
license holders. 

For its part the industry has re- 
sponded energetically to the criticisms 
of program imbalance. Both net- 
works and individual stations are now 
scheduling, and planning, a consider- 
ably greater number of special in- 
formational and public service shows. 

Indications reaching sponsor are 
that the beginning of the new pro- 
gram season (in the fall of 1960) 
will see at least 50% and probably 
closer to 100% more serious programs 
on the air than in the fall of 1959. 

It seems doubtful, however, whether 
such schedule rearrangements will 
fully satisfy tv's more vocal critics 

(Please turn to page 68) 



Facts & figures about radio today 


Radio homes index 

Radio station index 

1960 1959 




52.0 51.4 

U.S. homes U.S. homes 

Source: 1 Jan. 1960. SPONSOR; 1 Mar. 
1959. A. C. Nielsen; homes figures in millions. 

End of 



on air 

CPs not 
on air 

New station 

New station* 
bids in hearing 


1 3,456 1 
1 678 | 

71 1 
160 I 


1 234 

I 27 

End of 




1 3,326 1 
1 578 

114 1 



1 119 
I 30 

Source : 


monthly reports, commercial stations. 

•November each 


Radio set index 



To to I 





10,000,000* 10,000,000' 

146,200,000 139,000,000 

Source: RAB, 1 Jan. 1959. 1 Jan. 1958. 
seta in working order. *No new information. 

Radio set sales index 




Nov. 1959 Nov. 1958 



1,307,449 1,408,332 

1 1 months 1 1 months 

1959 1958 




12.116,201 9,329,579 

Source: Electronic Industries Assn. Home figures are estimated retail sales, auto 
gures are factory production. These figures are of U.S. production only. 


How spot announcement rates have changed, 1959 vs. 1958 

:' ;-|||---m - .: l; -., 1||r | ■ .i : . i| M . i h i| i; . -i, : M ' ::,_ | M ; ■ M ,||;. ■;!; i ; i||. "i; : li.;. !lh. .ill, M 

1959 1958 Markets 1959 



1st 10 

$ 717.31 

$ 697.56 

1st 90 



1st 20 



1st 100 



1st 30 



1st 110 



1st 40 



1st 120 



1st 50 



1st 130 



1st 60 



1st 140 



1st 70 



1st 150 



1st 80 




Based on third edition of The Katz Agency's "Spot Radio Estimator." data comes from SRDS, November each year. Figures cover one station 
in each market (the one with the largest daytime weekly circulation according to NCS No. 2), show average of early morning-late afternoon 
rates based on weekly schedule of 12 one-minute announcements per week for 13 weeks. Markets are ranked in order of stations with largest 
daytime weekly circulation, and tend to reflect, in most cases, the highest cost station. 



The standard 
by which others 
are judged 

iim« am mm mm ABBITB mm AUITIUIII 

^ I S9R . "■ § a ^ -ft 

his is ARBITRON, the unique 
jT \ new electronic measuring 

I / instrument which records 

instantly on a central board 
the number of television sets turned on at 
any given moment, and the channels to 
which they are tuned. This revolutionary 
new research tool has answered the demand 
of the television industry for instantaneous 
audience measurement around the clock. It 
was developed, in ARB's typical pioneer 
fashion, for multi-network, multi-million 
population areas, to furnish immediate audi- 
ence data. 

This research brain, a logical devel- 
opment of ARB research which perfected the 
Diary (still a backbone of ARB service in 
most markets) lets television and sales exec- 
utives actually watch minute-by-minute 
changes in viewing in a metropolitan market 
—such as New York, where it was intro- 
duced. It embodies the tomorrow of tele- 
vision research today, offering instant ratings 
on any show within a 90-second period. 

ARBITRON is currently provid- 
ing round-the-clock audience information 
for the Nation's largest TV market in 
weekly and monthly summary reports. 
ARBITRON also provides a network rating 
index from a multi-market area made up of 
7 cities where each network is represented. 
Clients receive daily reports of network 
audience activity as well as a monthly 
summary booklet. Immediate ratings may 
be had by telephone or any other fast 
means. On special order, printed break- 
downs by 90-second segments can also be 
furnished ... all for the ultimate in . . . 


Accuracy . . . Reliability . . . 












Call us collect at MUrray Hill 8-1500 
Or contact AM Radio Sales. 

National and regional buys 
in work now or recently completed 



Q-Tips Inc., Long Island City. N. Y. : Campaign for Q-Tips cotton 
swabs is being firmed up in 20-25 top markets. Schedules begin 15 
February for 13 weeks, with daytime minutes and 20's and some 
traffic spots. Frequency ranges from 25 to 40 per week per market. 
Buyer : Anita Wasserman. Agency : Lawrence C. Gumbinner Adv. 
Xew York. 

Kelvinator Div., American Motors Corp., Detroit: Kicking off 
two- week schedules 7 February in the top markets to promote their 
electric ranges. Day minute schedules are being used, varying fi 
quencies. Buyer: Ed Richardson. Agency: Geyer, Morey, Madden 
& Ballard, Inc., New York. 

E. I. Du Pont De Nemours & Co., Fabrics Div., Wilmington: One 
week schedules start at different times in March, April and May. to 
promote the sale of men's slacks and suits made from Du Pont) 
tailored Dacron. Night packages and traffic minutes are being 
bought in roughly the top 25 markets, with runs ranging from 12 to 
20 announcements per week per market. Buyers: Trow Elliman and 
Bob Svers. Agency: BBDO. New York. 


Scott Paper Co., Chester, Pa.: New activity in eastern and south 

eastern markets on Scott Tissue begins in February. 12-week sched 

ules are for minutes, 20's and 10's, frequencies varying. Buyers: 

Maria Barbato and Gloria Mahanev. Agency: J. Walter Thompsor 

Co., New York. 

Nestle Co., Inc., White Plains, N. Y.: Schedules kick off in roughl\l 

the top 50 markets for Decaf coffee in February- Day and nigh 

minutes and chainbreaks, five to 10 per week per market frequency 

are being used for 10 weeks. Buver: Jane Podester. Agencv 

McCann-Erickson, New York. 

Wm. Wrigley Jr. Co., Chicago: Starting a 52-week campaign i 

February for Doublemint. The buy is for about 50 markets, aime 

at a young adult audience. Buyers: Fran Goldstein and Bruce Hou 

ton. Agency : Arthur Meyerhoff & Co., Chicago. 

Campbell Soup Co., Camden, N. J.: Franco-American products g 

a 13-week whirl in top markets starting in February. Schedules ar< 

for minutes. Buyer: Marge Flotron. Agency: Leo Burnett Co 


Bristol-Myers Co., New York: Placements for Ipana begin in Fe 

ruary in 45-50 markets for 14 weeks. Schedules are primarily mi 

utes, five to 10 per week per market. Buyer: Lou Bullock. Agency 

DCSS. New York. 

Columbia River Packers Assn., Inc., Astoria, Ore.: About 20 ra. 
kets are picking up Bumble Bee Tuna. February through mid-Ma 
schedule is being placed using mostly day minutes and 20's. Buyi r 
Stan Newman. Agencv: Richard K. Manoff. Inc.. New York. 


30 JANUARY 196< 





Persia is just one of thousands of cities and towns in Big 
[Aggie Land — the vast, 175-county coverage area defined 
and delivered by WNAX-570. Whichever town you choose 
you'll find Big Aggie an old and trusted friend. 

There were 609,590 radio homes in Big Aggie Land. And 
WNAX-570 delivers a 66.4% share of audience that's gk>w- 




Yankton, South Dakota Sioux City, Iowa 

ing every day — example, 1959 mail count is up 33%. It's 
a well-to-do market, too. The 1\\ plus million people 
who live in Big Aggie Land have a spendable income of 
over $3 billion. 

Profitable promotion in Persia — or anywhere in Big Aggie 
Land — begins with WNAX-570. See your Katz man. 




Yankton. S. D. 
Cleveland, 0. 
Worthington. 0. 
Trenton. N. J. 
Fairmont. W.Va. 
Sioux City. Iowa 


30 JANUARY 1960 




NEW ADDITION at Peters, Griffin, Wood- 
ward (N. Y.) is Audio-Video Center being 
inspected by (l-r) PGW's Lloyd Griffin, v.p.- 
dir. of tv; BBDO's D. Trowbridge Ellimann, 
Ed Fieri; and PGW pres. H. Preston Peters 

SOME SAUCER — this microwave "job" be- 
ing unloaded by WFBM-TV (Indianapolis) 
personnel from station's mobile tv studio. Ve- 
hicle participated in 65 remote telecasts last 
year, houses complete studio control room 


Peter G. Peterson, Bell & Howell 
executive v.p., this week put on a 
strong pitch in behalf of more 
sponsored public service pro- 
graming on the tv networks. 

Peterson said that the networks like 
any other business were operating for 
a profit and that it was up to ad- 
vertisers to show their interest in the 
enlightenment of the American people 
by supporting public service, informa- 
tional and cultural programing. 

Bell & Howell has been co-sponsor- 
ing the CBS Reports special with 
Goodrich. ^ 

Dumas Milner Corp. (out of Gor- 
don Best, Chicago) has budgeted 
some $2.9 million this year to 
push its Pine-Sol, Mystic Foam. 
Yarn Glo, Undi Glo, and Perma 

The major portion of this budget 
will go to network tv and radio via 
CBS. Another $400,000 will be spent 
on local tv and radio spots. 

A HOT CUP OF TEA! She's Lee Smith, Miss WAVY (Norfolk) as well as "Miss Cold Prevention" with Viclt's for WAVY-TV, and she's gen 
erating plenty of cold-cure during interview with station's Fred Knight. You can catch her on WAVY remotes, special merchandising program' 



30 JANUARY 196C 

Campaigns : 

• Northam Warren Corp. will 
go national for its Odo-ro-no deoder- 
ants and anti-perspirants this year, for 
the first time, via participations on 
these CBS Radio shows: Young 
Dr. M alone, House Party, Helen 
Trent, Couple Next Door, Whispering 
Streets, Second Mrs. Burton, and 
Right to Happiness. Commercials 
start in March. 

• Silver-Kay Corp., a subsidiary 
of the Cott Bottling Co., for its new 
product Old Holland Beer Shampoo, 
will launch an intensive ad campaign 
beginning this coming week. Media 
to be used includes radio and tv spot 
throughout New England. Agency: 
Jerome O'Leary Advertising, Boston. 

• Perfect Plus Hosiery, Inc., to 
"triple" its sales in the Cleveland 
area for its nylons, has placed a heavy 
schedule of announcements with 
WERE, to be supplemented by spots 
on WEWS-TV, and participations on 
NBC TV's Jack Pour Show. 

• Wyler & Co., Chicago, manu- 
facturers of Wyler's soup mixes, 

bouillon cubes, and drink mixes is 
launching the biggest campaign in its 
history for 1960. Beginning this week 
and continuing through the summer, 
the company will sponsor weekly seg- 
ments of Captain Kangaroo over the 
entire CBS TV network line-up. 

• Lone Star Airlines, Inc., a 
new intra-state carrier starting opera- 
tion in February between Dallas and 
Houston, will use radio as its prime 
promotion media via participations 
on KLIF and KBOX in Dallas and 
KNUZ and KILT in Houston. Other 
stations on the schedule are KOBY, 
San Francisco; KOSI, Denver, KUDL, 
Kansas City; and KONO, San An- 

This 'n' data: Geleria, Inc., Chica- 
go (out of Powell, Schoenbrod & Hall 
Advertising, Chicago) is formulating 
plans for a network tv promotion next 
Fall . . . Ideal Toy Corp. has com- 
bined its advertising, publicity and 
sales promotion division under one 
banner to be known as the public re- 
lations department. 

Strictly personnel: Alfred Vie- 
branz, to the newly-created post of 
v.p.-marketing services of Sylvania 
Electric Products, Inc. . . . Edwin 
Withington, to advertising manager 
of A. C. Gilbert Co., toy manufacturer 
. . . Sherry Stone, to public relations 
director and fashion coordinator of 
Lanolin Plus, Inc., Newark. 


McCann-Erickson has established 
an awards program to give recog- 
nition for outstanding contribu- 
tions in behalf of clients by the 
staff at large and by individuals. 
As the first step in this program, 
next week employees in the non-man- 
agement group will receive one week's 
extra salary. From then on, during 
the next two years, like payments will 
be made, with frequency depending 
on the company's progress in achiev- 
ing its goals. ^ 

Agency appointments: Butter-Nut 
Food Co., for its newly-acquired 

Ray Goulding (standing) of CBS' Bob and 
Ray Show, cop citation from Phila's Tv & 
Radio Adv. Club. At left: Thos. J. Swafford, 
v.p.-gen. mgr. WCAU, which aired event 

(c), star of ITC's Four Just Men, shows 
presentation to John Wallace (I), N. Y. 
zone mgr., Studebalcer-Packard, pur- 
chaser of program for New York, Syra- 
cuse, Albany, Binghamton, Watertown, 
Plattsburg, and Jack Kelly, ITC a.e. 

ABOVE THE MASSES, but keeping 
contact with them is Francis Bruce, man- 
ager of Conaire copter service which 
frequently flies publicity for WLOS- 
TV (Asheville, N. C, Greenville-Spar- 
tanburg, S. C.) promotion campaigns 

I (by Chester Gould) dropped from Atlanta 
newspapers, WAKE Hit Parader Bob McKee 
campaigns for it each morning by keeping 
Atlantans up on strip's latest developments 

30 JANUARY 1960 

Thomas J. Webb coffee, from Lilien- 
fekl & Co. to Butter-Nut's present 
acy, Tatham-Laird. Chicago . . . 
Jewel lea Co.. 227-store midwest sup- 
ermarket chain, to Earle Ludgin & 
Co., Chicago . . . The White Shield 
Corp.. marketers of vitamins and 
proprietary drugs, to The Joseph 
Katz Co.. New York . . . Sterling 
Motors of Dallas, to Nahas-Blum- 
berg, Houston . . . H. Fendrich, Inc., 
Evansville. Ind. cigar manufacturer, 
to Noble-Dury, Nashville and Mem- 
phis . . . American Sheep Producers 
Council, for its American made wool 
products, to Grey Advertising. 

Admen on the move: Stanley Bo- 
gan and Charles Hirth Jr., to v.p.'s 
of Ted Bates & Co. . . . Gene Taylor, 
to v.p. and creative director in charge 
of creative operations: William 
Free, to v.p. and executive art direc- 
tor; and Richard Fry, to associate 
creative director of McCann-Mars- 
chalk . . . T. Newton Weatherby, 
to treasurer of SSC&B . . . Alvin 
Achenbaum. Robert Zimmern, 
and Aldon Sulger, to v.p.'s of Grev 
. . . Richard Farricker, elected to 
the board of directors of GMM&B . . . 
Wilson Kierstead, to director of the 
merchandising department; Hadley 
Atlass, to manager; and Eugene 
Skinner, to v.p. of Y&R . . . Jack 
Marson, to marketing executive at 
Lambert & Feasley . . . Raymond 
Gomber, to v.p. and account super- 
visor of Klau-Van Pietersom-Dunlap 
. . . Ralph Duke, to v.p. of Barnes 
Advertising. Milwaukee . . . John 
Atherton, to v.p. of KHCC&A . . . 
Robert Eck, to a v.p. of FC&B. Chi- 
cago . . . Kendall Foster, to v.p. 
of Swan & Mason Advertising, New- 
York . . . Henry Newell, Ray Mane- 
val and Donald McCollum, to 
senior v.p.'s of Schwerin Research 
Corp. . . . Elinor Bouillerie, to 
visual coordinator of the tv commer- 
cial production department at Comp- 
ton . . . Ruth Simons, to media di- 
rector of Bennett & Northrop, Boston 
. . . Harry Straw, to v.p. and crea- 
tive director of Applegate Advertis- 
ing, Muncie, Ind. . . . Alien Mem- 
hard, to marketing supervisor of Leo 
Burnett . . . Thomas Newell, to di- 
rector of research at D'Arcy . . . W. 
Lee Abbott, to account supervisor of 
K&E . . . Ed Carey, to business man- 
ager-broadcasting, at Wade Advertis- 
ing. Chicago . . . Rfebert Wright. 

former manager of WTYP-TV, De- 
catur, 111., to the creative staff of 
Keller-Crescent Advertising, Evans- 
ville . . . William Buckman, to 
account executive at Lilienfeld & Co. 
. . . Nathan March, to the research 
staff of the Center for Research in 
Marketing . . . Douglas Cornwall, 
to account executive and Bob Mar- 
tineau, to the merchandising depart- 
ment at DCSS . . . Mary Bailey, to 
the Los Angeles office of BBDO as an 
account executive. 

Add to agency personnel news: 
David Elliot, to account executive at 
Kudner . . . John O'Keefe, to Mc- 

Cann-Erickson's Communications Af- 
filiates . . . Christopher Seibel, to 
account executive at Philip M. Bott- 
feld, Inc., New York . . . Lewis Har- 
ris, to research director of Victor A. 
Bennett Co., New York . . . Robert 
Eisele, to EWR&R, Philadelphia, as 
public relations account exectuive . . . 
Les Collins, to an executive produc- 
er in the tv/radio department of 
DCS&S . . . Blanche Haesloop, to 
media coordinator at Gaynor & Du- 
cas, New York . . . John Rimberg, 
to associate research director at Van- 
Sant, Dugdale & Co., Baltimore . . . 
George Verschoor, to the sales staff 
of Videotape Productions of New 


The question of post-1948 mo- 
tion pictures for tv has come to 
a head again with a new dispute 
between Regal Films and the 
Screen Actors Guild. 

Regal recently made a group of 30 
post-1948 pictures available to tv 
through NTA. 

SAG's position is that the actors 
are entitled to 15% of their theater 
earnings for tv exposure: In this case 
that is S95.000. 

Regal recently asked that SAG 
waive tv payments on films that did 
not recover their production costs, 
but SAG rejected the offer. 

Sales: Sea Hunt renewals and ex- 
pansions to Standard Oil of California 
i BBDO) , adding KBES-TV, Medford, 
and KIMA-TV, Yakima; Heileman 
Brewery (McCann-Erickson) , adding 
\T KBT, La Crosse; Austin Savings 
and Loan iWvatt Agencv) on KTBC- 
TV, Austin; WAST, Albany; KPRC- 

TV, Houston: WKBW-TV, Buffalo; 
WLW-I-TY. Indianapolis; WJW-TV, 
Cleveland, and WFBC, Asheville . . . 
NTA's Hotv to Marry a Millionaire 
sold to Hudson Paper (Grey Adver- 
tising l and Clairol I Foote, Cone & 
Beldingl on W ABC-TV, New York 
. . . WBAP-TV, Fort Worth, reports 
the purchase of a foreign film package 
. . . MCA's Shotgun Slade passed 160 
market count with sales to Brown & 
Williamson (Keyes, Madden & Jones) 
on WRCA-TV, New York, alternating 
with P. Ballantine; Stag Berr in Mis- 
souri; Summerfield Chevrolet in 
Michigan; Pioneer Savings and Loan 
in Texas; Knadjiam Rugs and Judd 
Jewelry in Albuquerque; Ballantine 
Motors in Augusta; Downey Bros. 
Homes in Texas; People's Furniture 
in Davenport, and Gustman Chevrolet 
in Wisconsin; also MCA's Coronado 
9 to three additional Falstaff markets, 
two additional Molson cities, and 
Kroger Supermarkets in Cleveland; 
additional details on markets and sta- 
tions were not disclosed. 

Trade note : Reminiscent of the one- 
time syndication press agent organi- 
zation, the 156 Club, was a Ziv claim 
this week that its Tombstone Territory 
series, in reaching the mythical 156- 
city market, had also become the first 
show in tv historv to be seen in more 
markets through first-run syndication 
than while on a network. 

More sales: LA's The Vikings sold 
to Norge Distributors on KMBC-TV, I 
Kansas City, and KVIP. Chicago; i 
Ford dealers. KFYR-TV, Bismarck; 
Dollar Federal Savings and Loan. 
WTVN, Columbus; Western Dairv, 
KFEQ-TV, St. Joseph; River States 
Oil, WDSM-TV. Duluth; Viking Con- 
struction, KTRK-TV. Houston; Stagg 
Bilt Homes. KPHO-TV, Phoenix; 
Grab-It-Here Supermarkets, WCIA- 
TV, Champaign; Bon Marche Depart- 
ment Stores, KIMA-TV, Yakima: 
WABC-TV, New York; WGN-TV, 
Chicago; WXYZ-TV. Detroit: 
WAGA-TV, Atlanta; KUTV, Salt 
Lake Citv: WJ AX-TV, Johnstown; 
KERO-TV, Bakersfield, and KFRE- 
TV, Fresno . . . Ziv's Tombstone 
Territory to Great Falls Beer (Wendt 
Advertising) on KOOK-TV, Billings; 
Northwest Mortgage and Loan Corp. 
and Mason & Smith Realtors on 
KFBB-TV. Great Falls; Courtesy 
Chevrolet and General Insurance I Al- 



30 JANUARY 1960 

exander & Brow ) on KBES-TV, Med- 
ford; Layfield Motors on WRVA-TV, 
Richmond; Pepsi-Cola I Taliaferro & 
Assoc. I on WFLA-TV, Tampa ; Brown 
& Williamson (Keyes, Madden & 
Jones) on WTON-TV, Minneapolis, 
and Duquesne Brewing (Vic Maip- 
.land & Assoc.) in Johnstown, Pa. 

.Programs: M. & A. Alexander 
Productions of Hollywood and New 
York are introducing a 3^ minute 
cartoon series, Q. T. Hush, Private 
Eye, with 10 episodes comprising a 
complete story; 20 episodes have al- 
ready been completed. 

Commercials: Lyn Babcock has 

resigned as producer-director at J. 
Walter Thompson to join TV Com- 
mercial Services, a new production 

'company at 45 East 55th Street in 

-New York. 


The three tv networks are going 
along with FCC chairman Doer- 
fer's public service programing 
^proposal presented before the 
RTES in New York last week. 

The proposal, scheduling weekly 
iprime evening hours devoted to in- 
iformational, educational or cultural 
sprograming, on a rotation basis. 

The agreement reached by the 
three networks: ABC, to present 
half -hour series on Tuesday and 
Sunday evenings; CBS for either 
a full-hour program on Thurs- 
day or a half -hour each on Mon- 
day and Friday; and NBC will of- 
fer a full-hour series on Satur- 
day night. 

Once every third week, on a rotat- 
ing basis, each network will make 
available to its affiliates, a half-hour 
period for local public service presen- 

The plan goes into operation this 
fall, to take effect after Election Day 
lin November. 

Sterling Drug this week placed 
more of its network tv business 
with NBC TV. 

Its latest buy : Man From Interpole, 
a new series replacing It Could Be 
You on Saturdays, 10:30-11 p.m. 

Sterling also bought participations 
in Riverboat, The Plainsman, Play 
Your Hunch, and Young Dr. Malone, 

bringing to 11 the drug company "s 
show sponsorsrip on NBC TV. 

Other network tv sales: Renault 

(Kudner), for one-quarter of the ex- 
clusive 11-day coverage of the 1960 
Olympic Winter Games in Squaw 
Valley, Cal, on CBS TV, 18-28 Feb- 
ruary ... The Shell Oil Co. (K&E), 
for the series of Sunday afternoon 
hour-long Young People's Concerts, 
conducted by Leonard Bernstein, on 
CBS TV . . . Lenox, Inc., manu- 
facturer of dinnerware, for participa- 
tions on the Jack Paar Show and To- 
day, via NBC TV . . . Haggar Co. 
(Tracy -Locke, Dallas), manufacturer 
of men's slacks, to make its initial en- 
try into network tv via participations 
on Sugarfoot and Bronco, on ABC 
TV . . . Hazel Bishop, for a seg- 
ment of the newly-created CBS TV 
variety show Be Our Guest . . . 
Standard Brands, a third of Over- 
land Trail, Riverboat, Plainsman on 
NBC TV; Lorillard, a third of Trail. 

NBC Radio reports net sales total- 
ing $3 million, including $1.7 
million in new business, during 
the past month. 

The new billings include buys by 
Purolator Products (JWT), Electric 
Auto-Lite Co. (Grant), Ex-Lax (War- 
wick & Legler), and American Mo- 
tors (Geyer). 

Other network radio business: 
The Frito Co. (DFS) to launch a 
campaign with ABC Radio begin- 
ning 21 February, on the network's 
newscasts . . . Walker Marketing 
Corp., Racine, Wis., to sponsor daily 
sportscasts dubbed Hall of Fame, via 
more than 340 Mutual Broadcast- 
ing System stations. 

Kudos: NBC TV's 90-minute The 
Moon and Sixpence special won 
four 1959 Sylvania Tv Awards, pre- 
sented last week at the Plaza Hotel in 
New York. 

Network personnel notes: James 

Hergen, to director of daytime sales, 
and Robert McFayden, manager of 
daytime sales, NBC TV . . . Richard 
Golden, to director of sales presenta- 
tions and market planning, CBS TV 
. . . Alexander MacCallum, to as- 
sistant national program director of 
ABC Radio . . . Joseph Schindel- 
man, to director of art for CBS Ra- 




On WJAR, you'll get 147,777 
home impressions on a 6 to 9 
a.m. schedule, 158,730 on a 
9 a.m. to 4 p.m. schedule, or 
164,190 on a 4 to 7 p.m. sched- 
ule, with a higher proportion 
of adulf buyers, and the lowesf 
cost per thousand impressions 
on any Providence station.* 




On WJAR, you'll get 394,072 
home impressions on a 6 a.m. 
to 9 a.m. schedule, 423,280 on 
a 9 a.m. to 4 p.m. schedule, or 
437,840 on a 4 p.m. to 7 p.m. 
schedule. WANT RESULTS? BUY 
ADULTS at the lowest cost per 
thousand in the market.* 


*Pulse Oct. '59 
and NCS 

Sitter station of WJAR ■ TV 
Represented by 

( Edward I Petry A I Co.. Inc.) 

The Original Station Representative 


30 JANUARY 1960 


dio . . . Rowland Varley, to the 

sales staff of Mutual Broadcasting 


The Balaban Stations have put 
into effeet a new method for 
achieving proper control of pro- 
graming and commercial con- 

PACC (Program and Commer- 
cial Control) , the "active monitoring" 
of all three stations — WIL, St. Louis; 
WRIT, Milwaukee; and KBOX, Dal- 
las — will be handled by a researcher 
employed by each station, and, via 
reports made directly to the director 
of operations, will enable manage- 
ment to detect any deviations from 
prescribed practices, or extraneous 
comments from air personnel. 

WGN, Chicago, has also come up 
with a method for controlling 
phonograph disk programing : 

the station has established a Music 
Center charged with handling all 
record releases. 

This office, to be headed by Charles 
Allan, will function as a record re- 
ceiving room. All records will receive 
a preliminary audition there. If ac- 
cepted, and used, they will be pur- 
chased by the station and listed in a 
dailv release sent to all d.j.'s. If re- 
jected, records will be returned to the 
company. ^ 

Defending the right of equal 
news-gathering privileges: Paul 
O'Friel, general manager of WBZ 
& WBZA, Westinghouse's Boston 
and Springfield outlet, urged for the 
approval of a Bill which would grant 
radio and tv newsmen the same privi- 
leges in the State House as is accord, 
ed newspaper and wire service news- 

Speaking at a hearing of the House 
Rules Committee of the Massachu- 
setts Legislature, O'Friel said that the 
State House Press Association, which 
controls desk space, telephones and 
the press gallery, is restricted to news- 
paper reporters. The objective of the 
broadcasting industry, he noted, "is 
to have access to all sources of in- 
formation on equal footing with any 
other medium." 

On the fm front: According to a 
report by the University of Southern 


California's Department of Telecom- 
munications, fm radio broadcasts 
can be heard in one-fourth of the 
homes in Los Angeles. 

Based on 440 personal interviews 
there, the 25% of the homes that have 
fm sets in working order are richer 
than average in education, income, 
and "material wealth of all kinds." 

Ideas at work : 

• Cooperative advertising ven- 
ture: WJER, Canton, 0., this week 
signed as clients three of the Chevro- 
let dealers in the area. The idea: 
Station presented the plan to the deal- 
ers as not just an advertising means 
for the car alone, but as one where 
each dealer gets his name attached to 
a spot in rotation. 

• How they're aiding the March 
of Dimes: D.j. Vinnie Vincent, of 
WAYS, Charlotte, moved a piano to 
a square in the heart of the city to 
entertain passersby, and to raise 
funds. When police arrested him for